확장된 계획행동이론을 적용한 외식 소비자의 구매행동 분석 = 친환경 농산물을 중심으로

다국어 초록 (Multilingual Abstract)

The purpose of this study was to explain purchasing behavior of consumers for environment friendly agricultural product. To do so, this study applied the theory of planned behavior(TPB) and included some additional factors such as food involvement, product knowledge besides attitude, subjective norm and perceived behavioral control. This investigation was performed with consumers who experienced purchasing environment friendly agricultural product and 237 papers of total 250 papers were used by actual analysis. I used SPSS WIN 18.0 statistical package program,and I used frequency analysis, factorial analysis, validity analysis, reliability analysis, regression analysis. Summary of this study is like this. First, I can find that attitude, perceived behavioral control, food involvement and product knowledge affect purchasing intention positively, and subjective norm doesn``t affect purchasing intention significantly.Second, I can find that attitude, perceived behavioral control and food involvement affect purchasing behavior positively, but, subjective norm and product knowledge doesn``t affect purchasing behavior significantly. Third, in the extended theory of planned behavior, the purchasing behavior was found to be significantly influenced by consumer``s purchasing intention for environment friendly agricultural product. Thus, some other factors related with personal characteristics should be included into the model to raise the explanatory power of consumer behavior.