먹거리 地域祝祭에서의 飮食購買行動에 대한 계획된 行動理論적용

Application of Theory of Planned Behavior to Food Purchasing Behavior in Local Food Festivals: Role of Prior Knowledge

This study was implemented to present implications in terms of marketing to sponsors of local food festivals by investigating behavioral patterns of tourists visiting a local food festival on purchasing foods based on theory of planned behavior. Results and implication of the study were summarized as follows: First, by implementing factor analyses, the following factors were drawn: attitude, subjective norm, recognized behavioral control, and prior knowledge. Second, as feasibility analysis of the final model showed some incompatibilities in some indices, the model was modified by applying corrective indices and obtained the following values: χ2=436.017(p=.000), df=230, Q=1.896, GFI=.894, AGFI=.861, RMR=.048, NFI=.907, TLI=.944, CFI=.953, and RMSEA=.055. As these values showed that the model could satisfy the general evaluation criteria of structural equation, it seems that the model was valid. Third, Assumption 1: “Attitude will exert significant impacts on behavioral intention ” was rejected. Fourth, Assumption 2: “Subjective norm will exert significant impacts on behavioral intention ” was accepted. Fifth, Assumption 3: “Recognized behavioral control will exert significant impacts on behavioral intention ” was accepted. Sixth, Assumption 4: “Recognized behavioral control will exert significant impacts on behavior ” was accepted. Seventh, Assumption 5: “Prior knowledge will exert significant impacts on behavioral intention ” was rejected. Eighth, Assumption 6: “Prior knowledge will exert significant impacts on behavior ” was rejected. Ninth, Assumption 7: Behavioral intention will exert significant impacts on behavior ” was accepted.