Effect of Selective Attributes of Convenience Store Bakery on Purchase Attitude and Behavioral Intentions - Focusing on The Moderating Effect of Risk Perception -

The purpose of this study is to verify the effect of convenience store bakeries on selection attributes, purchasing attitudes, and behavioral intentions, as well as the mediating effect of purchasing attitudes, and the moderating effect of risk perception. It was confirmed that the price and convenience of Hypothesis 1 had a significant positive (+) effect on the purchasing attitude, and the taste had no effect on the purchasing attitude. The purchasing attitude of Hypothesis 2 was found to have a significant positive (+) effect on the behavioral intention. It was found that there was a mediating effect of positive purchasing attitude between the price of the selection attribute, convenience, and the influence relationship of behavioral intention of Hypothesis 3. As a result of the moderating effect of the risk perception of convenience store bakery in Hypothesis 4, the group with high risk perception was found to have a moderating effect between the influence relationship of price, convenience, and purchasing attitude. In the case of a low group, it was confirmed that the purchasing attitude was strengthened if the risk perception was felt low because the moderating effect of risk perception appeared between the influence relationship between price and purchasing attitude. It was found that the risk perception between the purchasing attitude and the influence relationship of the convenience store bakery in Hypothesis 5 had a moderating effect in both groups.