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확장된 계획행동이론(ETPB)을 적용한 밀키트의 구매의도에 관한 연구: ESG 경영에 대한 소비자 인식의 조절효과 A Study of Meal Kit Purchase Intention Using the Extended Theory of Planned Behavior (ETPB): Moderating Effect of Consumer Awareness on ESG Management

Han Yuting, 오지은, 조미숙
  • 언어KOR
  • URLhttps://db.koreascholar.com/Article/Detail/425718
韓國食生活文化學會誌 (한국식생활문화학회지)
제38권 제4호 (2023.08)
pp.246-257
한국식생활문화학회 (The Korean Society Of Food Culture)
초록

In this study, the Extended Theory of Planned Behavior (ETPB) was applied to analyze consumers’ intention to purchase meal kits. The perception of ESG management practiced by companies was used as a moderating variable to investigate its influence and moderating effects between each variable. An online survey was conducted over 4 days in January 2023 on consumers aged 20 years or older who had purchased meal kits within 6 months. Hypotheses were tested using IBM SPSS Statistics 22.0 and AMOS 24.0 programs with an effective sample size of 324 copies (100%). Attitude, subjective norm, perceived behavioral control, perceived sustainable package, and price sensitivity of the theory of planned behavior toward meal kit products had a significant positive effect on purchase intention, and all research hypotheses were accepted. The moderating effect of consumers' perceptions of ESG management practiced by companies had a positive and significant effect on attitude and perceived behavioral control.

키워드
ESG managementmeal kitsthe extended theory of planned behaviorpurchase intention
목차
Abstract
I. 서 론
II. 연구 내용 및 방법
    1. 연구 모형 및 가설
    2. 연구 대상
    3. 측정도구
    4. 분석방법
III. 결과 및 고찰
    1. 인구통계학적 특성
    2. 밀키트 소비행동특성
    3. 타당도 및 신뢰도 분석
    4. 구성 개념의 대해 상관관계 분석
    5. 구조 모형의 적합도
    6. 연구 가설 검증
    7. ESG 경영 인식에 따른 조절효과 검증
IV. 요약 및 결론
Conflict of Interest
References
저자
  • Han Yuting(이화여자대학교 식품영양학과)
  • 오지은(이화여자대학고 신산업용합대학) | Jieun Oh (College of Science and Industry Convergence, Ewha Womans University)
  • 조미숙(이화여자대학교 식품영양학과) | Mi-sook Cho (Department of Nutritional Science & Food Management, Ewha Womans University) Corresponding author