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The purpose of this study is to examine the relationship between the perceived value of consumers for convenience store bakery products on attitudes and behavioral intentions, and to verify the mediating effect of attitudes accordingly. To this end, this study was conducted for convenience store bakery purchasing customers (n=349) as an open source R package program, and specific suggestions and implications are as follows. First, it was found that the practical value and emotional value of perceived value had a significant positive (+) effect on attitude, and social value had no influence relationship. Second, it was confirmed that all factors of perceived value had no influence on behavioral intention. Hypothesis 3 attitude was found to have a significant positive (+) effect on behavioral intention. Fourth, as a result of the mediating effect of attitude on the influence relationship between perceived value and behavioral intention, a complete mediating effect was found in practical value and emotional value, and the total effect of attitude was confirmed to be significant. As a result, in order to promote behavioral intentions, securing bakery products to secure a degree of positive perception of the product so that a positive attitude can increase is considered to be an effective means. In addition, in order to induce consumers to purchase convenience store bakery products, it is necessary to first instill a positive perception of consumption value on perceived values such as practical value, emotional value, and social value, and focus on positive attitudes such as good feeling, excellent products, trust, and interest/likes about the product.
Seung‐Chul Lee (Tue,) studied this question.