Purpose: The ultimate purpose of this work is to investigate gender differences in the relationships between product quality cues and perceived values at a food select shop. Specifically, this study examines the effects of internal and external cues, which are indicators of product quality, on emotional and social values based on gender differences. Research design, data and methodology: In this study, a questionnaire technique was used to collect the data necessary to test the proposed model. 183 data were collected through this technique. PLS SEM (Partial Least Squares Structured Equation Model) was used to test the research model. Results: First, there is no gender difference between intrinsic cue and emotional value. When using male and female data, there was no significant causal relationship between intrinsic cues and emotional values. Second, we found no gender difference between intrinsic cue and social value. When analyzed with female data, there was no significant causal relationship between intrinsic cue and social value. On the other hand, in the case of men, it was found that a weak causal relationship exists. Third, this study found gender difference between extrinsic cue and emotional value. In the case of men, it was found that a weak causal relationship exists, whereas in the case of women, a strong causal relationship exists between extrinsic cue and emotional value. Fourth, we found gender difference between extrinsic cue and social value. In the case of men, there was no causal relationship, whereas in the case of women, there was a strong causal relationship between extrinsic cue and social value. Finally, we found that there are moderating roles of gender in the relationship between external cues and perceived quality. Conclusions: As a result of analysis, it is necessary to focus on extrinsic clues of product in order to increase the perceived emotional and social values of women. On the other hand, in order to improve the perceived emotional and social values of men, it is necessary to pay attention to both intrinsic and extrinsic cues of product. Therefore, it is necessary to consider what clues and values are important to core customers.

Abstract
1. Introduction
2. 문헌연구
    2.1. 제품 특성
    2.2. 인지된 가치
    2.3. 성별 차이
3. 데이터 수집 및 분석
    3.2. 탐색적 요인 분석
    3.2. 신뢰성 평가
    3.3. 타당성 평가
    3.4. 구조모형 분석
    3.5. 조절 효과 분석
4. 결론 및 함의
    4.1. 연구의 시사점
    4.2. 실무적 함의
    4.3. 이론적 함의
    4.4. 한계점 및 향후 연구 방향
References

• Myung-Seong Yim(Department of Business Administration, Sahmyook University) Corresponding Author