Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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Measuring the Causal Effects of Health Involvement, Attitude, Perceived Behavioral Control and Intention on Seafood Consumption

해산물 소비에 영향을 미치는 건강몰입, 태도, 지각된 행동통제와 행동의도의 인과효과 평가

  • Kang, Jong-Heon (Dept. of Cooking Science, Sunchon National University) ;
  • Ko, Beom-Seok (Dept. of Hotel Culinary Arts & Wine.Coffee, Daegu Health College)
  • 강종헌 (순천대학교 조리과학과) ;
  • 고범석 (대구보건대학 호텔조리음료계열)
  • Published : 2007.10.31
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Abstract

The purpose of this study was to measuring the effects of health involvement, attitude, perceived behavioral control (PBC), behavioral intention on seafood consumption. A total of 235 questionnaires were completed. Structural equation model was used to measure the causal relationships among constructs. Results of the study demonstrated that the structural analysis result for the data also indicated excellent model fit. The direct effect of health involvement on attitude was statistically significant. The direct effects of health involvement, attitude and PBC on consumption were statistically significant. As expected, attitude, PBC and behavioral intention had significant direct effects on consumption. Moreover, health involvement had a significant indirect effect on behavioral intention through attitude and PBC. Health involvement also had a significant indirect effect on consumption through attitude, PBC and behavioral intention. Attitude and PBC had significant indirect effects on consumption through behavioral intention. In conclusion, based on structural analysis, a model was proposed of interrelations among health involvement, attitude, PBC, behavioral intention and seafood consumption. Other variables(sensory variable, habit, norm etc) may be incorporated to form models that consist of new antecedent and consequence pairs.

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References

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