Lim Hui-Rang, An Soyoung
School of Food Biotechnology & Nutrition, Kyungsung University, Busan, South Korea.
Department of Tourism and Hospitality Management, Surrey International Institute, Dongbei University of Finance and Economics, Dalian, China.
Food Qual Prefer. 2021 Mar;88:104101. doi: 10.1016/j.foodqual.2020.104101. Epub 2020 Oct 14.
Studies on consumers' purchase intentions have been one of the focuses in academia; however, the complex decision-making process in terms of purchase intentions on well-being foods have not been well researched. This study applied the Theory of Planned Behavior (TPB) model using its core constructs to predict consumers' purchase intentions of well-being food, namely . Questionnaires were gathered using a convenient sampling method for those who have experienced food in September of 2014. A total of 269 responses were used for data analysis. The results of the study aligned with past studies that supported the applicability of the TPB model. All constructs including attitude, subjective norms, and perceived behavioral control were found to have made a significant contribution to the prediction of intention to purchase food among Korean consumers. Perceived behavioral control showed the strongest influence on the behavioral intention of purchasing food. Based on the results, theoretical and practical implications were suggested.
关于消费者购买意愿的研究一直是学术界的重点之一；然而，对于健康食品购买意愿方面复杂的决策过程尚未得到充分研究。本研究应用计划行为理论（TPB）模型，利用其核心构念来预测消费者对健康食品的购买意愿，即 。采用便利抽样法收集了2014年9月有过 食品体验者的问卷。共269份回复用于数据分析。研究结果与以往支持TPB模型适用性的研究一致。发现包括态度、主观规范和感知行为控制在内的所有构念都对韩国消费者购买 食品的意愿预测做出了显著贡献。感知行为控制对购买 食品的行为意愿影响最强。基于研究结果，提出了理论和实践意义。
