KMID : 0664320200260040278
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Journal of the Korean Dietetic Association 2020 Volume.26 No. 4 p.278 ~ p.288
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Investigation of the Possibility of Applying Protection Motivation Theory in Consumers¡¯ Changes by Fipronil Egg Contamination
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Youn Hyun-Ju
Lee Ji-Hye
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Abstract
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This study examined the effects of response-facilitating factors(Food-related Knowledge, Response-Efficacy, and Self-Efficacy) and response-inhibiting factors(Severity, Vulnerability, and Consumer Stress) on the consumer¡¯ behavior intention based on protection motivation theory, which explains the behavioral change to protect oneself. This study was conducted to reduce the customers¡¯ concerns regarding food safety accidents and introduce ways to make them more interested in food safety. A sample of 225 adults over 19 years of age was collected in February 2018 through a self-administered questionnaire. The results of the cognitive mediation process of protective motivation theory showed that the consumers¡¯ knowledge and self-efficacy which are response-facilitating factors, positively influence the behavioral intention. Severity and consumer stress were response-inhibiting factors. On the other hand, response-efficacy, which is a response-facilitating factor, and vulnerability, which is a response-inhibiting factor, did not influence the behavioral intention. Therefore, severity and consumer stress are response-inhibiting factors. The results were analyzed as a result of a behavioral change to protect oneself from food safety accidents. The applicability of the theory of protection motivation on the topic of food safety was also confirmed.
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KEYWORD
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egg, protection motivation theory, consumer, self-efficacy, severity
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