Sun Kyung-A, Moon Joonho
Department of Tourism Management, Gachon University, Sungnam-si 13120, Republic of Korea.
Department of Tourism Administration, Kangwon National University, Chuncheon 24341, Republic of Korea.
Foods. 2024 Sep 22;13(18):3002. doi: 10.3390/foods13183002.
This work examines consumers' perceptions of products containing bee propolis using the theory of planned behavior as a theoretical foundation. As antecedents of attitude, this work employs price fairness, healthiness, eco-friendliness, and ease of use. A survey was issued to participants who had experience using bee propolis products and who were recruited using the Clickworker platform service. In total, 305 valid observations were collected for analysis. This study used a maximum likelihood-based structural equation model to test the research hypotheses and find that price fairness, healthiness, eco-friendliness, and ease of use positively affected attitude. Moreover, the intention to use is positively impacted by attitude, subjective norms, and behavioral control. This research contributes to the literature by demonstrating the explanatory power of the theory of planned behavior with respect to bee propolis products.
本研究以计划行为理论为理论基础，考察消费者对含蜂胶产品的认知。作为态度的前因，本研究采用了价格公平性、健康性、生态友好性和易用性。向有使用蜂胶产品经验且通过Clickworker平台服务招募的参与者发放了调查问卷。总共收集了305个有效观测值用于分析。本研究使用基于最大似然法的结构方程模型来检验研究假设，发现价格公平性、健康性、生态友好性和易用性对态度有正向影响。此外，使用意愿受到态度、主观规范和行为控制的正向影响。本研究通过证明计划行为理论对蜂胶产品的解释力，为该文献做出了贡献。
