The Effect of Speciality Store’s Service Quality on PANAS and Purchase Intention in Organic Products

Purpose -The purpose of this study is to more deeply understand the organic food speciality store and to provide basic data for the establishment of more advanced marketing strategy. Therefore this study tried to verify what effect the service quality of organic food speciality store has on the consumers’ purchase intention, by evaluating service quality of organic food speciality store, targeting consumers. Also, I investigated what effect the recent consumers’ affect has on the purchase intention, and measured service quality of organic food speciality store on gender. Research design/data/methodology - The questionnaire was carried out by utilizing the modified and supplement questions based on the SERVQUAL model. The study is analyzed by using the SPSS/PC 18.0 and AMOS 22.0 statistical package program. And the path analysis executed for the validation of the research hypothesis and structural relationship of research model. Also, order to analyze the difference between male and female, Analysis of Moderating effect by Gender executed. Results - Overall results of this study are as follows: First, service quality of organic food speciality store consists of Personal Interaction, Reliability, Tangibles. Second, service qualities of organic food speciality stores, as the personal interaction has a positive influence. Third, in the recent state of affect on the organic food speciality store, both persons with high positive affect and persons with low positive affect had positive influences on the purchase intention. Fourth, there are differences on gender, in measurement of service quality of organic food speciality store. Conclusions - Organic food speciality stores should be interested in the personal service, make employees equip specialty of products, grasp detailed explanation of products and consumer’s desire, and strengthen education of kindness and intimacy for patron transaction. positive affect on the organic food speciality store has a positiv