유기농 식품에 대한 기대가치가 신뢰와 프리미엄 지불의도에 미치는 영향
The Impact of Expected Value of Organic Food on Trust and Willingness to Pay a Premium
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This study empirically examines the impact of perceived expected value of organic food on consumer trust and willingness to pay a premium. Data were collected through an online survey, and a total of 257 responses were used to assess the reliability and validity of the proposed research model. Four hypotheses were tested using structural equation modeling (SEM). The findings indicate that the sub-dimensions of expected valuefunctional value, emotional value, and social value significantly influence trust in organic food. Additionally, trust in organic food was found to positively affect consumers’ willingness to pay a premium. The results also revealed a moderating effect of gender on the relationships between expected value and trust, as well as willingness to pay a premium, while the moderating effect of income level was not statistically significant. This study concludes with a discussion of its limitations and suggestions for future research.
Abstract
This study empirically examines the impact of perceived expected value of organic food on consumer trust and willingness to pay a premium. Data were collected through an online survey, and a total of 257 responses were used to assess the reliability and validity of the proposed research model. Four hypotheses were tested using structural equation modeling (SEM). The findings indicate that the sub-dimensions of expected valuefunctional value, emotional value, and social value significantly influence trust in organic food. Additionally, trust in organic food was found to positively affect consumers’ willingness to pay a premium. The results also revealed a moderating effect of gender on the relationships between expected value and trust, as well as willingness to pay a premium, while the moderating effect of income level was not statistically significant. This study concludes with a discussion of its limitations and suggestions for future research.