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논문 기본 정보

자료유형
학술저널
저자정보
이강훈 (호남대학교 외식조리관리학과) 이선호 (호남대학교)
저널정보
한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 호텔리조트연구 호텔리조트연구 제23권 제2호
발행연도
2024.4
수록면
239 - 259 (21page)

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초록· 키워드

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The purpose of this study is to verify the effect of convenience store bakeries on selection attributes, purchasing attitudes, and behavioral intentions, as well as the mediating effect of purchasing attitudes, and the moderating effect of risk perception. It was confirmed that the price and convenience of Hypothesis 1 had a significant positive (+) effect on the purchasing attitude, and the taste had no effect on the purchasing attitude. The purchasing attitude of Hypothesis 2 was found to have a significant positive (+) effect on the behavioral intention. It was found that there was a mediating effect of positive purchasing attitude between the price of the selection attribute, convenience, and the influence relationship of behavioral intention of Hypothesis 3. As a result of the moderating effect of the risk perception of convenience store bakery in Hypothesis 4, the group with high risk perception was found to have a moderating effect between the influence relationship of price, convenience, and purchasing attitude. In the case of a low group, it was confirmed that the purchasing attitude was strengthened if the risk perception was felt low because the moderating effect of risk perception appeared between the influence relationship between price and purchasing attitude. It was found that the risk perception between the purchasing attitude and the influence relationship of the convenience store bakery in Hypothesis 5 had a moderating effect in both groups.

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