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http://dx.doi.org/10.14373/JKDA.2019.25.3.178

Effect of Social Identity on Customers' Behavioral Intention to Premium Food Markets  

Lee, Hojin (Division of Food Science and Biotechnology, Korea National University of Transportation)
Ham, Sunny (Dept. of Food & Nutrition, Yonsei University)
Publication Information
Journal of the Korean Dietetic Association / v.25, no.3, 2019 , pp. 178-187 More about this Journal
Abstract
This study examined the effects of social identity (cognitive, affective, and evaluative social identity) on affective commitment and behavioral intention in premium food markets. Data were collected from customers who had visited the premium food markets within three months prior to the time of the survey. A total of 247 responses were analyzed using SPSS 25.0 for Windows. The three attributes of social identity (cognitive, affective, and evaluative social identity) had a significant positive effect on the affective commitment, while affective commitment had a positive effect on the behavioral intention in premium food markets. On the other hand, only evaluative social identity had a significant positive effect on the behavioral intention in premium food markets. These results revealed the mediating effect of affective commitment in the relationship between social identity and customers' behavioral intention. This suggests a positive affective commitment as a key factor for customers in premium food markets. The results would be applied to marketing strategies based on the attributes of premium food market customers.
Keywords
premium food market; social identity; affective commitment; behavioral intention;
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