Structural Relationship Analysis on Purchase Intention of Entomophagy using PLS - SEM
2018
Choi, J.S., Jeonbuk National University, Jeonju, Republic of Korea | Jang, D.H., Jeonbuk National University, Jeonju, Republic of Korea | Kim, J., Jeonbuk National University, Jeonju, Republic of Korea | Song, C.H., Jeonbuk National University, Jeonju, Republic of Korea
Eating insects, called entomophagy, is still difficult to accept a general food in Korea. However, it has several benefits such as an alternative food of meat, healthy diet, provision of rich protein, and a means of solving a lack of food. In order to enlarge consuming entomophagy, this study is performed to identify factors affecting the purchase intention of entomophagy using partial least square structural equation modeling(PLS - SEM) and find the priorities to increase the purchase intention of entomophagy using importance - performance matrix analysis(IPMA). The data were collected from 179 consumers living in Seoul, Capital city of South Korea. Results of PLS－SEM showed consumers’ involvement and unique purchase propensity positively affected purchase intention. Both were also revealed as the most significant factors to improve the purchase intention of the insect food in IPMA. Preferentially considering two latent variables, this study suggested needs of emphasizing that the insect food is effective food with high nutrition, low prices, and public value having a food security to heighten consumers' involvement. This study also did differentiated marketing strategies appealing nutrition, unique flavor, and application of storytelling to raise their unique purchase propensity of the insect food.
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