In this study, six hypotheses and nine hypotheses were set to identify the relationship between brand image, perceived value, brand trust, and behavioral intention of Hadong Green Tea. As a result of checking the path between the theoretical variables, the following results were obtained.
First, hypothesis 1 that the functional image of Hadong's brand image will have a positive (+) effect on the temporal value, and hypotheses that the functional image will have a positive (+) effect on the temporal value. Value of 4.065, and p of .000. The hypothesis that the symbolic image will have a positive (+) effect on temporal value can be obtained by using the path coefficient of .115, C.R. Value was 2.263, and p was adopted as .007. The hypothesis that the empirical image will have a positive (+) effect on temporal value, the path coefficient is .189, C.R. Value of 2.158, and p of .015. The hypothesis that the symbolic image will have a positive (+) effect on temporal value, the path coefficient is .366, C.R. Value of 3.730, and p of .000. Hypothesis 1 was adopted for Hypothesis 1 on the effect of brand image of Hadong Green Tea on temporal value.
Second, Hypothesis 2 that functional image of Hadong green tea brand image has a positive (+) effect on psychological value has a path coefficient of .102, C.R. The value was rejected as 1.209 and p as .238. The hypothesis that the symbolic image will have a positive (+) effect on psychological value, the path coefficient is .185, C.R. The value was adopted as 4.007 and p as .000. The hypothesis that the empirical image has a positive (+) effect on psychological value is shown in .119, C.R. Value of 2.941, and p of .001. The hypothesis that the symbolic image has a positive (+) effect on the psychological value is .020, C.R. The value was 0.354, p was rejected as .691. The hypothesis was partially adopted in Hypothesis 2 about the effect of brand image of Hadong green tea on psychological value.
Third, in Hypothesis 3, the path coefficient that functional image of Hadong Green Tea brand image has positive (+) influence on social value is .035, C.R. The value was rejected as 1.209 and p as .820. The hypothesis that the symbolic image will have a positive (+) effect on the social value is .164, C.R. Value is 2.330 and p is adopted as .002. The hypothesis that the empirical image has a positive (+) impact on social values is .352, C.R. Value of 4.650 and p of .000. The hypothesis that the symbolic image will have a positive (+) effect on social values is .395, C.R. The value was adopted as 5.545 and p as .000. Hypothesis 3 was partially adopted in the hypothesis 3 on the effect of brand image of Hadong tea on social value. The hypothesis was partially adopted in Hypothesis 3 about the effect of brand image of Hadong green tea on psychological value
Fourth, hypothesis 4 that perceived value of Hadong green tea has a positive (+) effect on brand trust, the path coefficient of time value and brand trust is .215, C.R. The value was adopted as 5.181 and p as .000. The path coefficient of hypothesis that psychological value has positive (+) influence on brand trust is .184, C.R. Value of 2.998, and p of .002. The hypothesis that economic value will have a positive (+) effect on brand trust is .364, C.R. The value was adopted as 5.121 and p as .000. Hypothesis 4 on the effect of perceived value of Hadong green tea on brand trust was adopted.
Fifth, in Hypothesis 4 that the perceived value of Hadong green tea has a positive effect on the behavioral intention, the temporal value and the path coefficient of the behavioral intention are .185, C.R. The value was adopted as 4.007 and p as .000. The path coefficient of hypothesis that psychological value has positive (+) influence on behavioral intention is .051, C.R. The value was 0.927, p was rejected as .119. The hypothesis that economic value has a positive (+) effect on behavioral intentions is .382, C.R. Value of 3.650, and p of .000. Hypothesis 5 on the effect of perceived value of Hadong green tea on behavioral intention was partially adopted.
Sixth, hypothesis that brand trust of Hadong green tea has a positive effect on behavioral intention, path coefficient is .431, C.R. The value was adopted as 7.890 and p as .000.
The limitations of this study are as follows and should be overcome in future studies.
In this study, we used the self - reporting method of respondents through questionnaires as a data collection method. Results may vary depending on the content of the questionnaire, composition, awareness, or consciousness of the respondent. Therefore, if we investigate more research methods in parallel, more meaningful results will be obtained.
This study was limited to the cross-sectional study and was conducted at a specific time. In order to make a more effective judgment on the influence relationship between the brand image of Hadong tea, perceived value, brand trust, and behavioral intention, it is necessary to analyze by temporal change. In future research, The researchers should be able to do research.
Finally, this study is not enough to generalize the results of the research by selecting only the consumers who use Hadong Green Tea in Daegu, Gyeongbuk, Busan and Kyongnam area. Future research should broaden the scope of research and generalize it to a wide range of populations.
Despite these limitations, in this study, it is significant that the service quality and perceived value of Hadong green tea were empirically analyzed in this study by using marketing technique to examine the preference of consumers.