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This Effect of Eco-friendly Agricultural Product Selection Criteria on the Degree of Consumer Trust and Recommendation Intention  

Lee, Sun-Ho (Dept. of Culinary Science Honam University)
Publication Information
Culinary science and hospitality research / v.22, no.4, 2016 , pp. 181-191 More about this Journal
Abstract
This study examined the factors that affect the relationship between eco-friendly agricultural products selection criteria, consumer trust, and recommendation intention. A total of 220 questionnaires were distributed to consumers, of which 210 were deemed suitable for analysis after the removal of 10 unusable responses. In order to perform statistical analyses required in the study, SPSS 18.0 Statistical Program was employed for frequency analysis, factor analysis, reliability analysis, correlations, and regression analysis. The results of exploratory factor analysis showed that four factors regarding eco-friendly agricultural products were extracted from all measurements with a KMO of 0.735 and a total cumulative variance of 79.373%, With regard to consumer trust, one factor was extracted with a total cumulative variance of 75.431% and a KMO score of 0.695. One factor for recommendation intention was extracted that accounted for a total cumulative variance of 68.428% and a KMO score of 0.694. All factors were significant to .000 and the correlation between variables was significant. Thus, based on the results, the main research hypotheses that identify the relationships between selection criteria, consumer trust and recommendation retention were adopted.
Keywords
eco-friendly agricultural products; consumer trust; recommend intention;
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Times Cited By KSCI : 2  (Citation Analysis)
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