Abstract

The effect with Selection Attribute of Convenience Store Lunch Box Customers Affecting Noticed Value and Behavior Intention
-Moderating effect of food risk perception-

Hong, mi suk.
Department of Hotel Culinary & Food Service Management Graduate School

In this research we conducted a survey about how convenience store lunch box customers''s noticed value according to selection attribute affects behavior intention and how food risk perception plays a role among their selection attribute, noticed value, and behavior intention. I hope that these results would be helpful for researchers or marketing managers to earn fundamental data about convenience store lunch box customers'' needs and come up with their marketing strategies.
The following is the summary of this research results.
First, the selection attribute of convenience store lunch box customers has a positive effect on their noticed value, especially price, flavor, convenience, and menu, to name a few. Jung Gwang Hyun(2005) said that an assessment about some selection attribute such as proximity, surroundings, food flavor or service quality plays an important role in customers'' noticed value. Lee Ka Hee(2014) said that a selection attribute of medicinal food affects convenience store lunch box customers'' noticed value and their contentment(flavor, quality, price, overall satisfaction). Therefore, we can conclude that this research matches with above ones.
Second, an selection attribute of convenience store lunch box customers didn''t play any role in behavior intention. This means that we make sure to take some steps, advertising promotions actively to inform customers of nutritious and hygienic aspects of convenience store lunch boxes in order to increase the behavior intention of customers.
Third, noticed value were discovered that it plays a meaningful role in behavior intention. As we expected, this result means that the quality, the constitution of convenience store lunch boxes, flavor per price, a variety of menu are revealed to affect positively on behavior intention. Thus, we should develop the menu constantly and keep the price the status quo.
Fourth, in the excerpt of ''food risk perception will adjust the relation between selection attribute and noticed value of convenience store lunch box customers'' there is an adjustment effect between ''price, flavor and convenience'' and noticed value for the low risk perception group of food risk perception. On the other hand, there is not an adjustment effect between ''menu'' and noticed value. Furthermore, there is an adjustment effect between ''convenience, menu'' and noticed value for the high risk perception group of food risk perception.
Fifth, in the excerpt of ''food risk perception will adjust the relation between selection attribute and behavior intention of convenience store lunch box customers'' there is not an adjustment effect between selection attribute and noticed value for the low risk perception group at all. However, there is an adjustment effect between ''menu'' among the convenience store lunch box customers'' selection attribute and noticed value for the high risk perception group.
Sixth, in the excerpt of ''food risk perception will adjust the relation between noticed value and behavior intention of convenience store lunch box customers'' both the low risk perception group and high risk perception group have an adjustment effect on above relationship.
Based on this research result, we conducted the research about behavior intention included noticed value according to the adjustment of food risk perception in order to influence enduring development of convenience store lunch box. Any entrepreneurs related convenience store lunch box make sure to understand the customers'' needs changing rapidly and they should take economical aspects into account as well as food price and flavor. Furthermore, they should consider our environment, health, careful care to develop healthy and environment friendly convenience store lunch box. I sincerely hope that these efforts contribute to the quality improvement and variety of Korean convenience store lunch box.

Keyword: convenience store lunch box, selection attribute, selection attribute, noticed value, behavior intention, food risk perception