Table 7. Results of linear regression in purchase behavior

		Purchase behavior
		Satisfaction	Purchase intention	Willingness to pay (WTP)
(Intercept)	β	0.000	0.000	0.000
	SE	0.931	1.047	2,010.359
	p-value	0.029	0.492	0.000
Category (KNC=1, CB=0)	β	0.216	0.184	0.230
	SE	0.178	0.200	384.088
	p-value	0.001***	0.005**	0.001***
Material order (first=1, second=2)	β	0.048	0.107	0.119
	SE	0.178	0.200	384.088
	p-value	0.456	0.103	0.078
Gender (female=1, male=0)	β	0.085	0.063	0.227
	SE	0.190	0.214	410.221
	p-value	0.215	0.368	0.002**
Age	β	–0.054	0.014	–0.070
	SE	0.011	0.013	24.665
	p-value	0.429	0.838	0.325
Hunger	β	–0.142	–0.125	–0.112
	SE	0.069	0.077	148.454
	p-value	0.034*	0.065	0.108
Prefer chicken meat	β	0.012	0.029	0.010
	SE	0.117	0.132	252.858
	p-value	0.876	0.713	0.906
Prefer chicken breast meat	β	–0.032	–0.048	0.101
	SE	0.061	0.068	131.467
	p-value	0.670	0.535	0.200
Prefer chicken leg meat	β	0.353	0.288	0.158
	SE	0.093	0.105	201.758
	p-value	0.000***	0.001***	0.063
Prefer baeksuk	β	0.069	0.138	–0.021
	SE	0.079	0.088	169.624
	p-value	0.350	0.065	0.780
Purchase behavior model	r2	0.216	0.195	0.148
	Adjusted r2	0.179	0.156	0.108
	p-value	0.000***	0.000***	0.000***

p<0.05,
p<0.01,
p<0.001.
KNC, Korean native chicken; CB, commercial broiler.