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KMID : 0665220170300020326
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Korean Journal of Food and Nutrition
2017 Volume.30 No. 2 p.326 ~ p.335
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Effect of Consumption Values on Attitude and Behavioral Intentions toward a Premium Lunch Box at a Convenience Store
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Baek Seung-Hee
Kim Young-Shin
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Abstract
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This study investigates what consumption values affect attitude and behavioral intentions toward a premium lunch box at a convenience store using VAB(Value-Attitude-Behavior) model. The main survey was conducted by a research company by means of an online survey in the form of a self-administered questionnaire. The samples were limited to customers who had tried the premium lunch box before. The survey was conducted in October 2016. The collected data were analyzed by using SPSS 21.0 for Windows and AMOS 21.0. A structural equation model(SEM) was used to verify the proposed relationships among the study variables. Three factors representing the value of the premium lunch box were identified: social & functional value, economic value, and epistemic value. The finding showed that these values had a positive effect on attitude toward the premium lunch box and that attitude had a positive effect on behavioral intentions.
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KEYWORD
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consumption values, attitude, behavioral intentions, VAB model, premium lunch box
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