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국가이미지가 농산물의 선호도 및 구매의도에 미치는 영향 -중국산 농산물을 중심으로-
김희걸 ( Xi Jie Jin ),오송련 ( Song Lian Wu ),노성훈 ( Sung-hoon Roh ),최명래 ( Myeong-rae Choi ),최종산 ( Jong-san Choi ),이종인 ( Jong-in Lee ) 한국국제농업개발학회 2015 韓國國際農業開發學會誌 Vol.27 No.5
1. 국가이미지의 측정항목에 대한 요인분석 결과 국가이미지를 가격이미지, 품질이미지, 환경이미지, 경제이미지, 사회이미지 등의 다섯가지 요인으로 명명하였다. 측정 각 항목의 신뢰도는 모두 0.6 이상으로 만족할 만한 수준으로 나타났다. 2. 국가이미지와 제품선호도 간의 영향관계를 알아보고자 다중회귀분석을 실시하였다. 분석결과, 국가이미지의 하위요인중 품질이미지만이 제품선호도에 통계적으로 유의미한 영향을 미치는 것으로 나타났다. 3. 국가이미지와 구매의도 간의 영향관계를 알아보고자 다중회귀분석을 실시하였다. 분석결과, 국가이미지의 하위요인중 품질이미지와 경제이미지가 구매의도에 통계적으로 유의미한 영향을 미치는 것으로 나타났다. 4. 제품선호도와 구매의도간의 영향관계를 알아보고자 단순회귀분석을 실시한 결과 제품선호도는 구매의도에 통계적으로 유의미한 영향을 미치는 것으로 나타났다. Without a realistic understanding of a region, consumers are open to having media and other information outlets influence their perceptions of a country and its products. This is the same phenomenon that is observed when consumers form a prejudice towards any goods prior to purchase. The main purpose of this study is to analyze the influence of country image on the agricultural products preference and purchasing intention of Korean customer towards Chinese agricultural products. After a survey focused on attitudes towards Chinese agricultural products was conducted, factor analysis was used to divide the concept of country image into five factors: price image, quality image, social image, environmental image and economic image. Using these five factors, multiple regression analysis was conducted to understand the understand how product preference and purchase intention influence each other between products preference and purchase intention. The results demonstrated that country image positively or negatively influenced customer preference and purchase intention. This result implies that promoting a positive country image, particularly around product quality and economic image, would be advantageous in the exporting of agricultural products. Therefore, when establishing strategies to export a country’s agricultural products, increasing the country’s product quality and economic images on the international level needs to be considered.
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조사논문 : 한국인의 쇠고기 소비패턴 -거주 국가에 따른 비교분석-
이종인 ( Jong In Lee ),( Zhi Feng Gao ),오경태 ( Kyung Tae Oh ),오송련 ( Song Lian Wu ),신동민 ( Dong Min Shin ),이정숙 ( Jeong Suk Lee ),최종산 ( Jong San Choi ),김희걸 ( Xi Jie Jin ) 한국축산경영학회,농업정책학회(구 한국축산경영학회) 2014 농업경영정책연구 Vol.41 No.4
Koreans prefer Korea beef to imported beef. The volume of imported beef is being increased in Korea. Consumers preference may be changed when they consume the imported beef more. The purposes of this study are to analyze the changes of the Koreans`` preference and perception to Korean beef and imported beef. Koreans who are living in Korea prefer Korean beef to imported beef. However, Koreans who are living in U.S.A. may prefer U.S. beef or keep neutral between the two kinds of beefs. Questionnaire were given to Koreans who were living in Korea and U.S.A. from January to April in 2014. SPSS 18.0 was used for the analyses. T-test was used for comparative analysis by living country about beef and multiple regression analysis was used for analyzing impacts of age and period of reside in United States to quality evaluation about Korean beef and U.S. beef. In the result, Korean consumers had differences in all perception variables about U.S. beef by living country, but hadn``t in Korean beef. And Korean consumers living in Korea and United States evaluated that Korean beef had better quality than U.S. beef. Finally, only period of reside in United States had positive impacts to perception of U.S. beef quality. Korean beef should try to keep high quality and image. Government need to active support and intensive control beef traceability system and origin labeling. Imported beef market may be expanded in the future. So prepare countermeasure for low-grade Korean beef about increasing of the imported beef in Korean market.
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