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Functional Bakery Impact on the Degree of Motivation to Purchase Consumer Attitudes and Buying Intention - Focused on Busan -  

Han, Sang-Hoon (Dept. of Food Service Management and Culinary, Gyeongju University)
Kim, Bo-Seong (Dept. of Food Service Management and Culinary, Gyeongju University)
Publication Information
Culinary science and hospitality research / v.21, no.6, 2015 , pp. 331-340 More about this Journal
Abstract
This study examined the factors that affect the relationship among functional bakery purchase motivation, consumer attitudes, and purchase intention. A total of 230 questionnaires were distributed to the consumers, of which 210 were deemed suitable for analysis after the removal of 20 unusable responses. In order to perform statistical analyses required in current study, SPSS 18.0 statistical program was employed for frequency analysis, factor analysis, and reliability analysis, Correlations, regression analysis. The results of exploratory factor analysis showed that four factors regarding local specialties purchase motivation were extracted from all measurements with a KMO of 0.735 and a total cumulative variance of 65.759%, with regard to consumer attitudes, one factors were extracted with a total cumulative variance of 72.421% and a KMO score of 0.684. One factor for purchase intention was extracted that accounted for a total cumulative variance of 67.139% and a KMO score of 0.683. All factors were significant and the correlation between variables was significant as well. Thus, based on the results, the main research hypothesis that identifies the relationships purchase motivation between consumer attitudes and purchase intention were partially adopted.
Keywords
functional bakery; purchase motivation; consumer attitudes; purchase intention;
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Times Cited By KSCI : 1  (Citation Analysis)
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