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KMID : 0665420150300010054
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Korean Journal of Food Culture
2015 Volume.30 No. 1 p.54 ~ p.63
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Effects of Local Food Value Perception on Purchasing and Experience
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Weon Mi-Keyoung
Park Young-Hee
Lee Yeon-Jung
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Abstract
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This study was conducted to examine the effects of local food value perception on purchasing and experience in
consumers. χ 2-test, ANOVA, and linear regression analysis were conducted. The findings are summarized as follows: The most common place for buying agricultural products was ‘hypermarkets’ (41.7%), and the most important factor for
purchasing local food was ‘local government’s certification products’ (23.7%). The most important value recognition item
for local food was ‘I think that local food is a high-quality agricultural products.’ (3.74 points), followed by ‘I think that local
food have a value of respect for customers’ (3.61 points) and ‘I have a faith for the local food.’ (3.61 points) in that order.
The main tourism experience activity was ‘food experience’ (49.0%), and information source of local food experience
tourism was ‘mass media (TV, newspapers, etc.)’ (37.3%). As age increased, experience of local food also increased. The most effectual value recognition item for purchasing local food was ‘I think that local food have a value of respect for
customers’. The most effectual value recognition item for increasing intake experience of local food was ‘I think that the local food is high-quality agricultural products’.
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KEYWORD
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Local food, value perception, experience, purchasing
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