A Study on the Effects of Purchase Motivation for Local Specialty Products in Jeollanam-do on Positive Emotion and Repurchase Intention - Focusing on the Moderating Effect of Food Literacy -

This study aims to empirically examine the influence of local specialty product purchase motivation on positive emotions and repurchase intention, with a particular focus on the moderating role of food literacy. A survey was conducted on 233 adult consumers who had recently visited the Jeollanam-do region and purchased local specialty products. Purchase motivation was categorized into three sub-factors: product attributes, regionality and symbolism, and tourism and experience. Positive emotions and repurchase intention were measured based on previous research. The analysis revealed that product attributes and tourism experience had significant effects on positive emotions, which in turn had a positive influence on repurchase intention. Furthermore, positive emotions partially mediated the relationship between purchase motivation and repurchase intention. Notably, food literacy moderated the relationships between product attributes and positive emotions, as well as between positive emotions and repurchase intention. The findings highlight the importance of consumers’ emotional responses and food-related competencies in the development of marketing strategies for local specialty products.