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The Effect of Selected Properties Bakery Act in Accordance with the Customer's Use of Propensity to Consume: Focused on Busan  

Woo, Iee-Shik (Dept. of Food Service Management and Culinary, Gyeongju University)
Lee, Jong-Ho (Dept. of Foodservice Management, Kyungsung University)
Publication Information
Culinary science and hospitality research / v.21, no.2, 2015 , pp. 243-253 More about this Journal
Abstract
This study examined the factors that affect the relationship between customer consumption propensity, customer bakery selction and customer behavioral intention. A total of 300 questionnaires were distributed to the consumers, of which 27 were deemed suitable for analysis after the removal of 28 unusable responses. In order to perform statistical analyses required in the study, SPSS 18.0 Statistical Program was employed for frequency analysis, factor analysis, and reliability analysis. The results of exploratory factor analysis showed that three factors regarding customer consumption propensity were extracted from all measurements with a KMO of 0.778 and a total cumulative variance of 62.121%. With regard to bakery selection attributes, three factors were extracted with a total cumulative variance of 65.69% and a KMO score of 0.776. One factor for behavioral intention was extracted that accounted for a total cumulative variance of 69.82% and a KMO score of 0.803. All factors were significant to 0.000 and the correlation between variables was significant. Thus, based on the results, the main research hypothesis that identifies the relationships between bakery selection attributes and behavioral intention was partially adopted.
Keywords
consumption propensity; select properties; behavioral intention;
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