- 권한신청
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
A Study on the Factors Influencing Long-Term Goal-Relevant Food Consumption
A Study on the Factors Influencing Long-Term Goal-Relevant Food Consumption
Yang, Pianpian (Dept. of Business Administration, Chonbuk National University)
Liu, Cong (Dept. of Business Administration, Chonbuk National University)
Abstract
Purpose - This research aims to explore factors that could facilitate and/or impede consumers' long-term goal-relevant food consumption, in the pursuit of a long-term goal. Research Design, Data, and Methodology - The main experiment's sample comprised 289 female students at C University. The structural equation model of the Amos 18.0 program was used to verify the hypotheses. Results - Hypotheses concerning positive effects of long-term goal commitment and expectancy of long-term goal attainment, and negative effects of pleasure-seeking needs on long-term goal-relevant food consumption behaviors were accepted. Furthermore, self-efficacy's positive effects on long-term goal commitment and expectancy of long-term goal attainment, and negative effects on the strength of pleasure-seeking were explored. Appearance self-esteem negatively affected long-term goal commitment. Conclusions - Individuals' self-efficacy positively affects long-term goal commitment and expectancy of long-term goal attainment, and significantly weakens the need to seek pleasure in food consumption behaviors. Appearance self-esteem negatively affects long-term goal commitment. Both long-term goal commitment and expectancy of long-term goal attainment significantly positively influence long-term goal-relevant food consumption behaviors. However, those heavily needing pleasure-seeking are less likely to engage in such behaviors.
- keywords
- Appearance Self-Esteem, Goal Commitment, Goal-Relevant Consumption, Pleasure-Seeking, Self-Efficacy
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