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온라인 플랫폼을 활용한 수산식품 구매요인 우선순위 분석: AHP 기법을 활용하여
정현기,기해경,박세현,Jeong, Hyun-Ki,Kee, Hae-Kyung,Park, Se-Hyun 강원대학교 경영경제연구소 2022 Asia-Pacific Journal of Business Vol.13 No.3
Purpose - The purpose of this study to explore factors consumers prioritize when purchasing seafood online. The originality of the study lies on adopting AHP-based approach in analyzing prioritized purchasing factors of seafood online. Design/methodology/approach - A survey was conducted targeting Korean consumers who have purchased seafood online. AHP method was applied to rank factors consumers prioritize before making decision. Findings - First, product's factor ranked first among other high level factors including delivery service, seller, online platform. Second, sanitation, taste, country of origin ranked first, second, third respectively, within product's factors. Third, safe delivery, timeliness, information accuracy ranked first, second, third respectively, within delivery factors. Fourth, consumer reviews, consumer response ability, promotion ranked first, second, third within seller factors. Fifth, Personal information management system, credibility, user-friendliness ranked first, second, third, within online platform factors. Research implications or Originality - To activate seafood online market, it is crucial to assure consumers that the seafood is well managed in a sanitary way from the production site to table. Existing government programs such as seafood traceability system, HACCP, and cold-chain infrastructure needs improvement. Due to highly perishable characteristic of seafood, delivery factors matter when purchasing online. Online platforms needs to continue to improve delivery service. Seafood products are mostly not branded and without objective information about their properties. Creating quality classification and seafood brands are likely to help consumers chose seafood online.
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이정삼 ( Jung-sam Lee ),류정곤 ( Jeong-gon Ryu ),기해경 ( Hae-kyung Kee ) 한국수산경영학회 2017 수산경영론집 Vol.48 No.3
This study is aimed to analyze the change of chinese fishing vessels` entry into the East Sea off North Korea and suggest directions for countermeasures. Based on the real landing data in China, Chinese fishing vessels` squid catch volume and value in the East Sea off North Korea are estimated. Results show that at least 205 thousand tons of squid was caught by Chinese fishing vessels in 2014. If the catch amount is calculated by the unit price per kilogram at the same year in Korea, it would be 556.3 billion KRW. As the UN sanctions become stricter with the recent resolution 2371 passed, Chinese fishing vessels` entry may increase in the future to compensate decreased seafood supply from North Korea. Even though there are not many options left for Korea to decrease the impact of Chinese depletive fishing, the study suggests countermeasures such as strengthening cooperative crack down on the Chinese illegal fishing vessels in Korean waters; increasing cooperation with UN member countries to incorporate banning the trade of fishing rights in the next UN sanctions; establishing regional fisheries management organization and managing migratory species with China and Japan cooperatively in the long term.
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장영수(Young-Soo JANG),김지웅(Ji-Ung KIM),기해경(Hae-Kyung KEE) 한국수산해양교육학회 2024 水産海洋敎育硏究 Vol.36 No.2
This study aimed to provide a structural understanding of the Korean mackerel market by conducting a market segmentation using the results of an online survey of 400 Korean mackerel consumers in Seoul. In the market segmentation, three clusters were identified based on the following variables: preference, frequency of consumption, place of purchase, and preferred product type of mackerel. The three clusters could be characterized as follows. Cluster 1 could be categorized as Conservative Active Seniors, consisting of people in their 60s who are quick to adapt to the digital environment, so that they buy mackerel mainly through the online channels. Cluster 2 could be described as Traditional Consumers, consisting mainly of the older generation in their 50s and 60s, who are the major consumer group with traditional consumption habits. Cluster 3 could be described as Trendy Consumers, consisting of 2 to 4 person households (aged 20s to 60s) with high preference for processed products such as mackerel fillets and ready-to-cook mackerel fillet. Consumers in this group tend to be sensitive to trends and could be quick to adopt newly introduced processed products and cooking methods.
ScienceON
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