• Culinary science and hospitality research
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• v.22 no.2
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• pp.151-162
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• 2016

This study examined the factors that affect the relationship between radish liquid naturally fermented bread selection motive, consumer attitude and purchase intention. A total of 300 questionnaires were distributed to the consumers, of which 279 were deemed suitable for analysis after the removal of 21 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, correlations, regression analysis. The results of exploratory factor analysis showed that four factors regarding naturally fermented bread selection motive were extracted from all measurements with a KMO of 0.735 and a total cumulative variance of 65.759 %, with regard to consumer attitude, one factor was 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 at 0.000 and the correlation between variables was significant. Thus, based on the results, the main research hypothesis that identifies the relationships selection motive between consumer attitudes and purchase intetion was adopted.