친환경농.식품의 브랜드 및 제품요인이 소비자의 신뢰, 지각된가치와 구매행동에 미치는 영향 = The Effect of Brand and Product Factors on Consumers' Trust and Perceived Value in Environment-friendly Agricultural and Food Product Purchase

다국어 초록 (Multilingual Abstract)

With problems related to unsafe food constantly arising as a health issue, consumers' concern with food safety has been increasing. In particular, the recent incidents with food additives has put environment-friendly food in greater demand. However, the demand for environment-friendly agricultural and food products in Korea still has not been consistent or met supplies, causing an imbalance. This has posed such problems as distribution channels cannot secure to fill the orders, not being able to forecast the demand accurately, whereas the consumers have difficulty purchasing the products at the stores they want.
Attempting to resolve these problems by increasing the demand for environment-friendly agricultural and food products, a body of research has been conducted on motivational factors that affect consumers' product purchase. Focusing on the effects of the characteristics of environment-friendly agricultural and food products and individual characteristics, these studies have suggested heightening the level of product trust and offering an affordable price to encourage more purchase.
However, purchasing a product often involves not just distinctive product attributes but also the brand factor. This happens especially with a low involvement product or with the product of which the attributes are hard to grasp. From this perspective, there may be circumstances where the brand name affects the purchase of environment-friendly agricultural and food products since they are trust material, the attributes of which are hard to distinguish for consumers.
In addition, distribution channels sometimes play as a product attribute. Product evaluation can be affected by not only the manufacturer but also the distribution channel that purchases the product. Especially for environment-friendly agricultural and food products, which have an exclusive outlet in a shop-in-shop form in big supermarkets along with a number of on- and off-line stores that sell environment-friendly products only, the types of distribution channels can make a difference.
The purpose of the present study was to investigate the effects of the previously researched purchase factors of environment- friendly agricultural products along with the brand factor on consumers' perceived value, trust, and future purchase intent. In addition, the study attempted to identify consumers' willingness to pay (WTP) by products and brands in order to suggest implications for marketing strategies and price policies.

목차 (Table of Contents)

• <목 차>
• ABSTRACT
• 1.
• 제1장 서 론 1
• 제1절 문제의 제기 1
• 제2절 연구의 목적 3
• 제2장 이론적 배경 4
• 제1절 친환경 농&#8228;식품 4
• 1.1 친환경 농&#8228;식품의 정의 4
• 1.2. 친환경 농&#8228;식품의 시장전망 6
• 1.3. 친환경 농&#8228;식품에 대한 선행연구고찰 9
• 제2절 친환경 농&#8228;식품의 브랜드요인 13
• 2.1. 브랜드 요인 13
• 2.2. 친환경 농&#8228;식품의 제조기관 브랜드 14
• 2.3. 친환경 농&#8228;식품의 유통기관 브랜드 16
• 제3절 친환경 농&#8228;식품의 제품요인 19
• 제4절 신뢰와 지각된 가치에 대한 이론적 고찰 21
• 3.1. 신뢰 21
• 3.2. 지각된 가치 22
• 제5절 지불의사가격(WTP)와 구매의도에 대한 이론적 고찰 24
• 4.1. 지불의사가격(WTP) 24
• 4.2. 향후 구매의도 28
• 제6절 소비자의 사용경험과 지식수준에 대한 이론적 고찰 29
• 제3장 연구모형설계 및 가설설정 31
• 제1절 연구모형설계 31
• 제2절 연구가설 설정 32
• 2.1. 브랜드 요인과 신뢰 및 지각된 가치와의 관계 32
• 2.2. 제품요인과 신뢰 및 지각된 가치와의 관계 35
• 2.3. 신뢰 및 지각된 가치와 향후구매의도와의 관계 37
• 2.4. 소비자 구매경험과 지식수준의 조절효과 38
• 제4장 실증분석 40
• 제1절 표본의 대상 및 특성 40
• 제2절 변수의 정의 및 측정 42
• 제3절 변수의 타당도 및 신뢰도 분석 46
• 제4절 기초자료분석 52
• 제5절 가설의 검증 및 논의 60
• 5.1. 친환경 농&#8228;식품 브랜드 요인에 따른 신뢰 및 지각된 가치의 차이 60
• 5.2. 친환경 농&#8228;식품 제품요인이 신뢰 및 지각된 가치, 향후구매의도에 미치는 영향 64
• 5.3. 소비자의 구매경험과 지식수준의 조절효과 67
• 제6절 추가분석 71
• 제5장 결론 및 제언 83
• 제1절 연구의 요약 및 시사점 83
• 제2절 연구의 한계점 및 장래연구과제 86
• 참고문헌 87
• 설문지 96