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The Influence of Perceived Consumption Value for Premium Brand Stock Farm Products on Purchase Intention and Moderating Effects of Regulatory Focuses: Focused on Hoengsung Hanwoo

Kwon,Young-Guk 1 Kim Young Joong 2

1경희대학교
2동국대학교

Accredited

ABSTRACT

The purpose of this study was to examine the influence of perceived consumption values(CV) for premium brand Hoengsung Hanwoo in stock farm products upon purchase intention(PI) and empirically analyze the moderating effects of regulatory focuses between the relations of CV of the premium brands and PI. Based on a total 316 consumer’s surveys obtained by empirical research, the study reviewed the reliability and fitness of the research model and verified a total of 6 hypotheses with the Amos program. The hypothesized relationships in the model were tested simultaneously using a structural equation model(SEM). The proposed model provided an adequate fit for the data=618.441(df 192), p<0.001, CMIN/df=3.221, GFI=0.849, NFI=0.854, CFI=0.893, RMSEA=0.084. The model’s fit, as indicated by these indexes, was deemed satisfactory; thus, it provided a good basis for testing the hypothesized paths. SEM resulting in a CV of premium brand in stock farm products(quality value, social value emotional value, epistemic value) had a positive significant influence on PI and prestigious value was not significantly effective. In addition, regulatory focuses(promotion․prevention) had partially moderating effects. between the CV of premium brands and the PI. Limitations and future research directions were also discussed.

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