초록 열기/닫기 버튼
The purpose of study is to investigate the relationships between wellbeing lifestyle and perceived value, brand preference and purchasing intention among foodservice consumers. Data were collected from 261 people who have visited in Environment-Friendly foodservice brand. The exploratory factor analyses identified six underlying dimensions of wellbeing lifestyle; ‘health-oriented’, ‘environmental-oriented’, ‘Society-oriented’, ‘Resources--oriented’, ‘trand-oriented’, 'old age-oriented'. Results also indicated that 5 factors except for 'Resources--oriented’ have significantly positive(+) effect on perceived value and 5 factors except for ‘Society-oriented’ have significantly positive(+) effect on brand preference. Furthermore, perceived value and brand preference have significantly positive(+) effect on purchasing intention.
키워드열기/닫기 버튼
웰빙 라이프스타일, 친환경 브렌드, 지각된 가치, 브렌드선호도, 구매의도
