인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
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.
논문 기본 정보
- 저자정보
피인용 0
초록·키워드
Driven by growing awareness of the climate crisis and sustainable gastronomy trends, Korean temple food is emerging as a premium vegan culinary alternative. However, the psychological distance rooted in its traditional religious heritage and an underdeveloped modern vegan brand image remain challenges in expanding consumer adoption. To address this gap, this study empirically investigates the structural relationships among consumers’ consumption value orientations—specifically community-oriented and self-expression-oriented values—perceived vegan brand image, and final usage intention regarding Korean temple food, while confirming the partial mediating role of perceived vegan brand image. Empirical data were collected from 244 adult consumers aged 19 and older with prior experience in temple food or vegan dining. Construct reliability and validity were established using Cronbach’s alpha, confirmatory factor analysis (CFA), average variance extracted (AVE), and discriminant validity tests. Structural equation modeling (SEM) via AMOS 24.0 was utilized to test the structural path hypotheses. The main empirical findings reveal that both community-oriented and self-expression-oriented consumption values exert statistically significant positive effects on the perceived vegan brand image of temple food and on final usage intention. Furthermore, perceived vegan brand image significantly strengthens usage intention, verifying a robust partial mediation structure between intrinsic value orientations and dining behavior. Theoretically, this study clarifies the dual-path mechanism in which personal ethical beliefs directly drive usage behavior while indirectly reinforcing it through positive brand perceptions. Practically, the findings imply that positioning traditional temple food as a modern, high-value vegan lifestyle brand that merges ecological responsibility with aesthetic, sustainable dining experiences will effectively maximize consumer adoption in the global sustainable gastronomy sector.
본문·목차
인공지능 문자 인식 모델을 통해 추출된 텍스트로, 일부 오타나 오류가 포함될 수 있으나 지속적으로 개선 중입니다.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
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