확장된 계획행동이론을 적용한 외식소비자의 육류대체식품 구매의도에 관한 연구
A Study on the Purchase Intention of Foodservice Consumers to Purchase Alternative Meat using the Extended Theory of Planned Behavior
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The purpose of this study is to analyze the purchase behavior of alternative meat by foodservice consumers by applying the Extended Theory of Planned Behavior. To prove the suitability of the model, three variables were set as basic factors: existing attitude, subjective norms, and perceived behavioral control, and the influence of each variable was investigated through additional ethical responsibility, food curiosity, and food neophobia. This study was conducted on foodservice consumers who were aware of alternative meat. The survey was conducted for about 3 weeks and was analyzed using SPSS 23.0 and AMOS 20.0. The results are as follows: First, it was found that positive attitudes and subjective norms, which are factors of the theory of planned behavior, had a significant effect on purchase intention. Second, the perceived behavioral control factor could not confirm a significant effect on the relationship with purchase intention. Third, it was found that food curiosity had a significant effect on purchase intention. Fourth, it was found that the propensity for food neophobia had a significant effect on purchase intention. Based on the results of these empirical studies, it is considered meaningful as basic data to present marketing implications that can increase consumers' willingness to purchase meat alternative foods in the future.
Abstract
The purpose of this study is to analyze the purchase behavior of alternative meat by foodservice consumers by applying the Extended Theory of Planned Behavior. To prove the suitability of the model, three variables were set as basic factors: existing attitude, subjective norms, and perceived behavioral control, and the influence of each variable was investigated through additional ethical responsibility, food curiosity, and food neophobia. This study was conducted on foodservice consumers who were aware of alternative meat. The survey was conducted for about 3 weeks and was analyzed using SPSS 23.0 and AMOS 20.0. The results are as follows: First, it was found that positive attitudes and subjective norms, which are factors of the theory of planned behavior, had a significant effect on purchase intention. Second, the perceived behavioral control factor could not confirm a significant effect on the relationship with purchase intention. Third, it was found that food curiosity had a significant effect on purchase intention. Fourth, it was found that the propensity for food neophobia had a significant effect on purchase intention. Based on the results of these empirical studies, it is considered meaningful as basic data to present marketing implications that can increase consumers' willingness to purchase meat alternative foods in the future.
참고문헌 (48)
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