Culinary science and hospitality research (한국조리학회지)
- Volume 14 Issue 2
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- Pages.205-214
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- 2008
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- 2466-0752(pISSN)
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- 2466-1023(eISSN)
Moderating Effect of Belief Homogeneity on the Relationshipsamong Attitudinal Ambivalence towards Eating Meat, BehaviorIntention and Consumption Behavior
육류 섭취에 대한 태도양면성, 행동의도와 소비행동의 관계에 미치는 신념동질성의 조절효과
- Kang, Jong-Heon (Dept. of Cooking Science, Sunchon National University) ;
- Jeong, Hang-Jin (Dept. of Cooking Science, Sunchon National University)
- Published : 2008.06.30
Abstract
The purpose of this study was to measure the moderating effect of belief homogeneity on the relation-ships among attitudinal ambivalence, behavior intention and consumption behavior. The questionnaire, which consisted of items to measure the constructs of belief homogeneity, attitudinal ambivalence, behavior intention and consumption behavior, were completed by 338 subjects in Jeonnam area. Moderated regression analysis was used to measure the moderating effect of belief homogeneity. To test validity and reliability of constructs, factor analysis and Cronbach's
Keywords
- moderating effect;
- belief homogeneity;
- attitudinal ambivalence;
- behavior intention;
- consumption behavior;
- moderated regression analysis