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The Effects of Consumers' Recognition and Shopping Motives for Local Food on Purchase Behaviors : Focusing on Wanju Local Food  

Lee, Bo-Soon (Department of Food Service Industry & Culinary Arts, Woosuk University)
Park, Ki-Hong (Department of Food Service Industry & Culinary Arts, Woosuk University)
Publication Information
Culinary science and hospitality research / v.20, no.4, 2014 , pp. 193-209 More about this Journal
Abstract
The purpose of this study is to figure out the effects of consumers' recognition and shopping motives for local food on purchase behaviors. To achieve this, a survey was carried out to 350 consumers who have experienced in purchasing local food in Wanju from May 21 to May 30, 2014. The results were as follows. First, the effects of consumers' recognition for local food on purchase behaviors showed that cognitive, regional, sanitary and public perspectives had a positive effect on repurchase intention(p<.05). Cognitive and sanitary perspectives had a positive effect on recommendation intention(p<.01). And cognitive, ecological, regional, sanitary and public perspectives had a positive effect on preference(p<.05). Second, the effects of consumers' shopping motives for local food on purchase behaviors showed that while convenient and economic motives had a positive effect on repurchase intention(p<.001), a hedonic motive had a negative effect on repurchase intention(p<.001). While convenient and economic motives had a positive effect on recommendation intention(p<.01), a hedonic motive had a negative effect on recommendation intention(p<.001). And convenient and economic motives had a positive effect on preference(p<.001). In other words, consumers' recognition and shopping motives for local food had positive negative effects on purchase behaviors. As stated above, cognitive, regional, sanitary and public perspectives they are usually hearing had a positive effect on the consumption of local food.
Keywords
Consumers' recognition; Shopping motives; Purchase behaviors; Local food; Food service; Food Service Industry;
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