잉여 식품 블라인드 박스 구매 의도에 대한 영향요인

다국어 초록 (Multilingual Abstract)

Food waste is a serious problem around the world. To solve this problem, food sharing platforms were developed to distribute leftover food. There is a limited number of empirical studies investigating the drivers of purchasing surplus food, particularly in developing countries. Surplus food is unprocessed fresh food raw materials, and a large amount of surplus food is discarded and wasted every day. As a new business model, surplus food blind boxes can attract consumers to buy and reduce food waste. The main purpose of this study is to explore how to improve consumers' awareness of blind boxes of leftovers to increase purchase intention. Therefore, this study analyzes the relevant factors that affect consumers' purchase intention of blind boxes of surplus food and conducts analysis through this study using SPSS 23.0 and AMOS 23.0. Frequency analysis was conducted on the sample characteristics based on 528 questionnaires, and a consumer perception model of blind box purchase intention of surplus food that can be used for future research was established. The results show that diversity, subjective norms, economy, and gamification experience all have an impact on perceived egoism value and perceived altruistic value. Our findings also show that people with higher education levels and lower-income groups show higher purchase intentions for surplus food. Practitioners, consumers, governments and researchers can use the findings to reduce food waste. Key words: Surplus Food， Blind Box， Perceived Egoism Value，Perceived Altruistic Value, Impure Altruism， Benefit Appeal, Purchase Intention * A thesis for the degree of Master in February 2024.

목차 (Table of Contents)

• 제Ⅰ장 서론 1
• 1. 연구의 배경 및 목적 1
• 2. 연구의 방법 5
• 3. 연구의 구성 6
• 제Ⅱ장 이론적 배경 7
• 1.잉여 식품 및 블라인드 박스 7
• 2.인지된 이기적인 가치, 인지된 이타적인 가치 14
• 3. 주관적 규범 15
• 4. 이익 소구 17
• 5. 구매 의도 18
• 제Ⅲ장 연구 설계 19
• 1. 연구모형 19
• 2. 가설설정 20
• 2.1. 잉여 식품 블라인드 박스 특성과 인지된 이기적인 가치, 인지된 이타적인 가치 20
• 2.2. 주관적 규범과 인지된 이기적인 가치, 인지된 이타적인 가치 25
• 2.3. 인지된 이기적인 가치, 인지된 이타적인 가치와 구매 의도 26
• 2.4. 이익 소구의 조절 효과 27
• 3. 변수의 조작적 정의 29
• 4. 실험설계 및 자료수집 33
• 제 Ⅳ 장 실증분석 35
• 1. 설문 응답자 특성 35
• 2. 광고 조작 37
• 3. 신뢰도 및 타당성 검증 38
• 4. 연구가설 검증 43
• 5. 조절효과 검증 47
• 제Ⅴ장 결론 54
• 1. 연구결과 요약 54
• 2. 연구의 시사점 57
• 3. 연구의 한계점 및 제안 59
• 참고문헌 60
• < 부록 > 75