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Moderating Effect of Health Motivation, Health Concern and Food Involvement on the Relationship between Consumption Value and Purchasing Intentions of Healthy Functional Food

건강기능식품 소비가치와 구매의도의 관계에 대한 건강동기, 건강염려, 식품몰입의 조절효과

  • Cha, Myeong-Hwa (Dept. of Home Economics Education, Kyungpook National University) ;
  • Kim, Yoo-Kyeong (Dept. of Home Economics Education, Kyungpook National University)
  • 차명화 (경북대학교 가정교육과) ;
  • 김유경 (경북대학교 가정교육과)
  • Published : 2008.11.28

Abstract

The purpose of this study was to identify the influence of consumption value on healthy functional food choice. Also, this study explored the role of health motivation, health concern, and food involvement as a moderating variable in the relationship between consumption value and healthy functional food choice. A total of 281 responses were collected using on-site survey (response rate 96.0%) from college students in Daegu, Gyeoungbuk Province. The questionnaire contained questions on consumption value, health motivation, health concern, food involvement, and purchasing intention of healthy functional food. The respondents rated the items using a 5-point scale from 1 (strongly disagree) to 5 (strongly agree). According to the confirmatory factor analysis, item evaluating using factor loading resulted in the retention of 25 consumption value items loading on seven factors, four health motivation items loading one factor, six health concern items loading on one factor, and four food involvement items loading on one factor with an internal consistency. Results of stepwise regression found that social value-I, emotional, functional, epistemic, and conditional values among consumption value determined the purchasing intention of healthy functional food. Results of hierarchical regression showed that health concern had a positive effect on the relationship between social value-I and purchasing intention of healthy functional food.

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