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유기농산물 구매의사에 대한 구매만족도의 영향* - SUBP 모형을 중심으로 -
서용실(Yong Sil Seo),서윤정(Yoon Jeong Seo),이병오(Byung Oh Lee),김현노(Hyun No Kim) 한국농식품정책학회 2016 농업경영정책연구 Vol.43 No.4
Because of growing recognition of the importance of food safety to health, consumers have become favorable to purchase organic agricultural products. In this context, this study examines the influence factors on future purchase intention of organic agricultural products, which can provide policy makers with valuable guidance to promote consumption of organic agricultural products. The particular focus of this study is on investigating endogeneity of observed behavioral choices used as independent variables. We used seemingly unrelated bivariate probit models and found that the variable, namely health satisfaction status in the past purchasing experience is empirically associated with the future purchase intention function. A comparison of models with and without correcting for the endogeneity shows model parameters and their statistical significance are sensitive to the model specifications. The results of this study indicate that correcting for endogeneity bias makes it possible to obtain more plausible estimates in deriving the predicted probability of the outcome. Thus, it is suggested that special care is required when framing empirical models with the presence of endogenous variables.
소비자 태도가 농식품 온라인 쇼핑몰 특성 및 서비스 품질과 재구매의도에 미치는 영향
서용실 ( Seo Yong-sil ),주재창 ( Joo Jae-chang ),서윤정 ( Seo Yoon-jeong ) 한국식품유통학회 2017 食品流通硏究 Vol.34 No.4
This study has performed to identify factors which influenced to the repurchasing intension and the relationship between the repurchasing intension and customers’ attitude to activate the setting of marketing strategy and online shopping malls when operating online shopping malls in the growth of online market. Based on previous studies, it suggested and verified a study model which the characteristics of online shopping malls and the quality of online service played a mediation role to the dependent variable called repurchasing intension through the mediation variable called customers’ attitude. To verify this mediation model, it collected materials from 1,105 males and females living in Seoul and big cities and performed Baron and Kenny’s 3 stage hierarchical regression analysis. According to the result, the study model complied to the collected materials and it showed that the information efficiency played the whole mediation role in the repurchasing intension among the characteristics of online shopping malls. Therefore, it should be cautious on customers’ attitude when supplying information due to the characteristics of online shopping malls that cannot make the face-to-fact contact.
농식품 경영체의 온라인 판매 운영형태가 판매성과에 미치는 영향
서윤정(Yoon-jeong Seo),황태규(Tae-kyoo Hwang),한상연(Sang-Youn Han),서용실(Yong-sil Seo) 한국디지털콘텐츠학회 2018 한국디지털콘텐츠학회논문지 Vol.19 No.11
This study analyzes the effect of online sale management of agrifood enterprises on sales performance online sales promotion, raising awareness, customer acquisition, and the improvement of marketing ability in the rapidly expanding online market. The main analysis revealed that the positive factors affecting the four items were regular updates of promotional contents, long sales history, and ‘social commerce’ as a sales channel. Therefore, it will contribute to the establishment of an online sales management strategy through factor analysis and the implications of online sales performance.