• The Journal of Fisheries Business Administration
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• v.40 no.2
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• pp.1-25
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• 2009

The major part of non-commercial food service is food service for school which has no any objective quality standards. Each school has different standard when they buy seafood for SFS(School Food Service). The research purpose is whether or not the extrinsic cues of the seafood such as price, the source origin, company image, safety standards, etc or the intrinsic cues such as fishy smell, the hardiness of fish meat, others have any effect on the seafood evaluation when school nutritionist purchase it, for more objective basis. The research method is distributing questionnaire survey through e-mail or directly visiting the schools from October 30 to November 9, 2007. The questionnaire was distributed to 70 nutritionists of food service for elementary school in Busan. Total 50 questionnaires are used as data in the statistical analysis using SPSS package software. The research results are; First, there is interaction effect between the extrinsic and intrinsic cues of seafood for SFS. That is when the school nutritionist valued on intrinsic cues of seafood such as a fishy smell, the hardiness of fish meat and etc influence on the extrinsic cues such as price, source origin, reliable circulation process, HACCP application, etc. Second, the extrinsic cues of the seafood give no effect on perceived quality. Since seafood for SFS are heavy buying, prearrangement contract and most of them using pre-treated frozen aquatics. Third, the intrinsic cues of the seafood give no effect on perceived quality. The extrinsic cues consist of 5 parts namely "opening about quality", "source origin", "company image", "safety/standards" and "price/package". However, "safety/standard" was the only affecting factor to perceive quality. The reason is that in fact they have no standards or any document proving the quality of the seafood unless safety standards factor. Last, the perceived quality is an important factor for perceived value and purchase intention. It is showed that there is a path to form a willing to buy through the perceived value after school nutritionist recognizes the perceived quality.