공정무역 커피에 대한 소비자의 구매의도 영향요인 분석

다국어 초록 (Multilingual Abstract)

Research has consistently presented an increasing demand for Fair trade because of rising numbers of ethically concerned consumers. While few studies have examined Asian's purchase intention for fair trade coffee. The purpose of this study is to explain the purchase intention of consumers for fair trade coffee. This study modified the theory of planned behavior(TPB) including some variables such as ethical obligation, self-identification. Furthermore, we compared the consumer who has purchase experiences of fair trade coffee with the consumers who don't have a purchase experience of fair trade coffee toward consumer behavioral attribute.
A sample of 325 randomly selected participants was asked to complete a survey. Results of the study reveal that ethical obligation and self-identification directly impact on attitude. attitude had a significant effect on the purchase intention for fair trade coffee.
The consumer who has purchase experiences of fair trade coffee or not show differences such as gender, background which called a demographic factor. Accoding to result, 44.3% of consumers who don't have a puchase experience of fair trade coffee didn't know about fair trade, the other(19.8%) answered they found out through acquaintances or friends. Contrastly, The consumer who has purchase experiences of fair trade coffee was widely known by Starbugs and fair trade coffee stores(31.9%). This resullt implies that two groups have apparently different information resources each other. In conclusion. Marketing implications for practice can be derived from based on result of this study.

목차 (Table of Contents)

• 1.서론 1
• 1.1연구의 목적 1
• 1.2연구의 구성 3
• 2.이론적 배경과 연구문제의 설정 4
• 2.1공정무역과 공정무역 커피 4
• 2.1.1공정무역 4
• 2.1.2공정무역에 관한 선행연구 9
• 2.2계획적 행동이론과 확장 11
• 2.2.1계획적 행동이론 11
• 2.2.2계획적 행동이론의 확장 14
• 2.3구매경험과 소비자 특성 19
• 2.4연구문제와 연구모형 21
• 2.4.1연구문제 21
• 2.4.2연구모형 22
• 3.실증분석 23
• 3.1변수의 조작적 정의 및 설문의 구성 23
• 3.1.1설문의 구성 23
• 3.1.2변수의 조작적 정의 24
• 3.2자료수집과 표본의 특성 29
• 3.2.1자료의 수집 29
• 3.2.2표본의 구성 29
• 3.3분석방법 31
• 3.4구매경험에 따른 소비자 특성분석 32
• 3.4.1변수의 조작적 정의 32
• 3.4.2공정무역 커피의 구매경험에 따른 소비자특성의 차이점 34
• 3.5측정항목의 평가 39
• 3.5.1측정변수들의 신뢰성 검증 39
• 3.5.2측정변수들의 타당성 검증 40
• 3.6연구문제의 검증결과 42
• 3.6.1연구모형의 적합성 평가 42
• 3.6.2연구문제의 검증 45
• 4.결론 및 토론 49
• 4.1연구의 요약 49
• 4.2연구의 시사점 및 한계점 51
• 참고문헌 53
• 부록 65