The purpose of this study was to investigate the causal relationship between purchase motivation, purchase intention and local purchase intention to revitalize local food stores. In addition, the influence of local food purchasing motivation on purchase intention and recommendation intention was investigated through the control effect that the magnitude of influence can vary depending on the level of consumer's prior knowledge and local attachment to local food. To this end, a survey was conducted on consumers using local food stores located in Jeollabuk-do, and multiple regression analysis and control effect analysis using Hayes' Process Macro Model 1 were conducted.
As a result of the study, it was confirmed that the economic motivation, social motivation, eco-friendly motivation, and convenience motivation, which are local food purchasing motivations, all have a positive effect on purchasing motivation and intention to pursue. These results confirmed that all four purchase motivation factors are acting as an important basis for revitalizing local food stores.
In addition, as the consumer's prior knowledge of local food is high, social motivation among purchase motivation of local food has a greater influence on purchase intention and eco-friendly motivation on recommendation intention. Therefore, the effect of economic motivation on purchase intention and recommendation intention among local food purchasing motivation was greater.
These results mean that in order to activate the local food store, it is necessary to further strengthen the good function of local food on the local economy and information on local food. It seems that the industry tends to be beneficial.
This study is expected to provide a direction on how to categorize consumers' perception of local food and perception of local food, and is expected to contribute to the establishment of an efficient marketing strategy.