Kim Min Gyung, Moon Joonho
College of Business Management, Hongik University, 2639, Sejong-ro, Jochiwon-eup, Sejong 30016, Republic of Korea.
Department of Tourism Administration, Kangwon National University, Chuncheon 24341, Republic of Korea.
Foods. 2025 Jun 25;14(13):2243. doi: 10.3390/foods14132243.
The primary objective of this study is to investigate the relationships among perceived price fairness, consumer attitude, and loyalty in the context of egg consumption. In addition, the study examines the moderating effects of tariff-related concern and education level on these relationships. Data were collected through an online survey administered via the Clickworker platform, resulting in a sample of 311 U.S. consumers. The proposed hypotheses were tested using Hayes's Process Macro (Model 7). The results reveal that both perceived price fairness and consumer attitude have significant positive effects on loyalty toward eggs. Moreover, a strong positive association was found between consumer attitude and loyalty. The analysis also identifies the moderating roles of tariff concern and education level, particularly in the relationship between price fairness and loyalty. This research contributes to the existing literature by offering insights into the dynamic interplay of five key variables in the context of consumer behavior within the egg market. Also, this research proposes practical implications focusing on various stakeholders.
本研究的主要目的是调查在鸡蛋消费背景下感知价格公平、消费者态度和忠诚度之间的关系。此外，该研究还考察了关税相关担忧和教育水平对这些关系的调节作用。数据通过Clickworker平台进行的在线调查收集，最终得到311名美国消费者的样本。所提出的假设使用海耶斯的过程宏（模型7）进行检验。结果表明，感知价格公平和消费者态度对鸡蛋忠诚度均有显著的正向影响。此外，还发现消费者态度与忠诚度之间存在强烈的正相关关系。分析还确定了关税担忧和教育水平的调节作用，特别是在价格公平与忠诚度之间的关系中。本研究通过深入了解鸡蛋市场消费者行为背景下五个关键变量的动态相互作用，为现有文献做出了贡献。此外，本研究还针对各类利益相关者提出了实际建议。
