지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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The aim of this study is to investigate consumers' purchase behavior toward healthy menu items at a fast food restaurant. A total of 417 samples was collected through online survey. Exploratory factor analysis, reliability analysis, and multiple regression analysis were conducted for the data analysis using statistical package SPSS WIN 18.0,The results of this research display that appearance consciousness has significant effects on both consumers' attitude and purchase intention toward healthy menu items at a fast food restaurant. On the other hand, health consciousness only influences positive attitude toward buying healthy menu items at a fast food restaurant. In addition, the findings reveal that attitude significantly predicts consumers' purchase intention for healthy menus at a fast food restaurant. Therefore, marketers can develop effective marketing strategies for their healthy menu items by understanding of consumers' eating behavior based on the results of this study.
목차
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참고문헌 (36)
참고문헌 신청
Ajzen. L. / 1991 / The theory of planned behavior / Orgnaization begavior and Human Decision 50:179~211
Ajzen, I. / 1985 / From intentoin to actions : Atheory of planned behavior, In form cognitoin to behaior / springer :11~39
Allen, M. W / 2002 / Human values and product symbolism: Do consumers form product preference by comparing the human values symbolized by a product to human values that they endorse? / Journal of Applied Social Psychology 32(12):2475~2501
Allen, M. W. / 2002 / A unctional approach to instumental and terminal values and the value-attitude-behavior system of consumer choice / European Journal of Marketing 36(1/2):111~135
Baker, s. / 2004 / Napping the values driving organic food choice / European Journal of Marketing 38(8):995~1012
Ajzen, I. / 1985 / From intentoin to actions : Atheory of planned behavior, In form cognitoin to behaior / springer :11~39
Allen, M. W / 2002 / Human values and product symbolism: Do consumers form product preference by comparing the human values symbolized by a product to human values that they endorse? / Journal of Applied Social Psychology 32(12):2475~2501
Allen, M. W. / 2002 / A unctional approach to instumental and terminal values and the value-attitude-behavior system of consumer choice / European Journal of Marketing 36(1/2):111~135
Baker, s. / 2004 / Napping the values driving organic food choice / European Journal of Marketing 38(8):995~1012
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