한식 소비가치가 신뢰도 및 행동의도에 미치는 영향 = The Effect of Consumption Value of Reliability and Behavioral Intention

다국어 초록 (Multilingual Abstract)

This study analyzed the effect of consumption value of Korean food on reliability and behavioral intention and attempted to examine the subjects with experience in Korean food. For empirical analysis, a total of 258 copies were collected with 206 Naver online surveys and 52 questionnaires directly filled out by consumers who visited Korean food, and 251 copies were used as valid samples excluding unfaithful questionnaires. In this study, the collected data were statistically processed using IBM SPSS 21.0. Frequency analysis was conducted to understand the general characteristics of Korean food consumers, and exploratory factor analysis and reliability analysis were conducted to analyze the validity and reliability of consumption value, reliability, and behavioral intention. Finally, simple regression analysis and multiple regression analysis were conducted to test the hypothesis. The research results are as follows. First, it was adopted as it was found that the consumption value of Korean food consumers had a positive (+) effect on the reliability. Second, it was adopted as it was found that the consumption value of Korean food consumers had a positive (+) effect on behavioral intention. Third, it was adopted as it was found that reliability had a positive (+) effect on behavioral intention. These results are important to understand the consumption value of Korean food consumers, the main consumers, and provide implications for developing effective marketing strategies that can increase the reliability and behavioral intention of Korean food.