[초록]
The purposes of this study are to examine the effects of HMR's selection attributes on attitude and behavior intentions in Korean online shopping malls as well as the moderating effects of consumption value (function value, emotional value, epistemic value, and conditional value). For this purpose, survey were conducted on Chinese overseas students who had purchased HMR products through domestic online malls within three months and 288 questionnaires were used for the final analysis. This study employed factor analysis, reliability analysis, correlation analysis, multiple regression analysis, hierarchical analysis and so on with SPSS 23. The results are as follows. Quality (β=.288, t=5.721), convenience (β=.121, t=2.697), packaging (β=.105, t=2.030), postscripts (β=.245, t=4.839), and customer service (β= .219, t=4.816) had positive effects on attitude. Also, attitude (β=.806, t=23.018) was found to have a significant influence on behavioral intention. As a result of analyzing the moderating role, the effects of the HMR selection attributes (packaging, quality) on the attitude were moderated by both of emotional and conditional value. Limitations and future research directions are also discussed.
저자 원야(경희대학교 대학원 조리외식경영학과)
황유현(경희대학교)
윤혜현(경희대학교)
발행기관 한국조리학회
발행연도 2022
형태사항 Culinary Science & Hospitality Research