Contents
(A) comparative study on consumer attitude and intention toward online food purchasing in Korea and Vietnam : the moderating effect of nationality / Jae-Eun Chung ; Thi Bich Loan Nguyen ; Thi Thu Ha Nguyen ; Hee-Cheol Moon 1
Abstract 1
1. Introduction 2
2. Research Background 3
2.1. Literature Review about Online Food Purchase 3
2.2. Research Model and Hypothesis 4
3. Research Methodology 7
3.1. Questionnaire and Measures 7
3.2. Data Collection and Methodology 8
4. Result of Analysis 9
4.1. Exploratory Factor Analysis 9
4.2. Confirmatory Factor Analysis 10
4.3. Results for Structural Equation Modeling 11
4.4. Results for Multi-group SEM Analysis 12
5. Discussion and Conclusion 14
5.1. Summary of the Research 14
5.2. Implication and Limitation 15
References 16