푸드리터러시 역량이 건강지향 떡의 지각된 가치와 프리미엄 지불의도에 미치는 영향 - 지각된 가치의 매개효과를 중심으로 -
The Effects of Food Literacy Competencies on the Perceived Value of Health-Oriented Rice Cakes and Willingness to Pay a Price Premium - Focusing on the Mediating Effects of Perceived Value -
- 발행
- 2026
- 소속·발행
- 가톨릭관동대학교 호텔조리외식경영학과
- 출처
- 국내 KCI
- 원문등록
- 2026-05-04
- 원문
- 원문 보기 ↗
개념
키워드
Food Literacy, Health-Oriented Rice Cakes, Perceived Value, Premium Willingness to Pay, Mediating Effect, Food Literacy, Health-Oriented Rice Cakes, Perceived Value, Premium Willingness to Pay, Mediating Effect
초록
This study aimed to empirically examine the effects of food literacy competencies on the perceived value (health value and functional value) of health-oriented Rice Cakes and consumers’ premium willingness to pay, with a particular focus on the mediating effects of perceived value. A survey was conducted with 343 adult consumers who had purchased or consumed health-oriented Rice Cakes within the past six months.The results indicated that information comprehension competency had significant positive effects on both health value and functional value. Critical evaluation competency significantly influenced functional value, whereas application and practice competency significantly affected health value. In addition, both health value and functional value had significant positive effects on premium willingness to pay, with health value demonstrating a relatively stronger influence. Mediation analysis further revealed that health value and functional value partially mediated the relationship between food literacy competencies and premium willingness to pay. This study contributes to the literature by empirically identifying the structural relationships between food literacy competencies