Abstract
The purpose of this study is to derive the influence relationship between consumer attitudes and behavioral intentions on Korean food by grasping the selection attributes consumers in Korea consider in purchasing Korean food. The survey was conducted from April 14 to May 4, 2022 by collecting data using a self-administered online survey questionnaire A total of 229 questionnaire answers collected were used for empirical analysis. SPSS 24.0 was used for the coded data, and a frequency analysis was conducted to examine the general characteristics of the sample. Next, exploratory factor analysis and reliability analysis were conducted to verify the validity and reliability of the measurement tool. Finally, the hypothesis of this study was verified by linear regression analysis. In the result, the selection attributes was found in three factors: health, practicality, and quality, and behavioral intention was studied in a single dimension, including repurchase and positive word of mouth. Among the factors, health and practicality were partially adopted due to a positive (+) influence on consumer attitudes. On the other hand, a high correlation was found between consumer attitude and behavioral intention, supporting the results of previous studies, and the three factors of the selection attributes had a positive impact on behavioral intention.
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