로컬푸드에 대한 지각된가치가 만족도와 행동의도에 미치는 영향

다국어 초록 (Multilingual Abstract)

ABSTRACT


The Effects of Perceived Value of Local Food How is Related to Satisfaction and Behavior Intention

Min Ki June
Department of Hotel Cuisine & Food Service Management
The Graduate School
Catholic Kwandong University


Production of food begins to cultivate in large amount all around the world due to industralization. moreover development of global transporta
tion regardless of countries facilitates influx of foreign food into domestic
market.
Therefore consumers have opportunity to contact various food from abroad.
However, Indiscriminating apporoach of Global food without properverifi
cation is severely increasing chance of exposure for consumers to the
food-related-risks.
During this trend, we must be able to block damages from indiscrimi
nating approach then feel the necessity for replacement of globalizing food-chain into localized one. There is movement between local region on the basis of trust from small farmers and the cities to pursue safety(persistance) of food, the initiation of this movement selling consumer food cultivating safely in local farmers becomes the concept of Local food what we know these days.
There are many local areas activating movement for Local food but so far perception of consumer is relatively insufficient.
Thus, In this dissertation I would like to discuss about satisfaction of consumer when purchasing Local food according to their perceptive value.
Furthermore, I like to do actual analysis about correlation between purchase of Local food and intended behavior.
Primitive data is collected for 7 days from 2015.6.21 to 6.27 for actual
analysis through Cheongju city, as a result the credibility and validity in research is highly established. we utilize the same question for the primary research.
Primary research is made for 14days from 2015.8.9.~8.23 through cheongju si in chungcheongbukdo. I was able to retrieve 380 out of 400 distributed papers. Discard 22 papers including inadequate or inappropriate contents, eventually 358 papers are used.
These are the summaries of results of this research.
First, perceptive value of Local food has positive effect on satisfaction.
in order to evaluate correlation, multiple regression analysis is used.
And the individual factors of perceptive value in multiple regression analysis statistically have positive effects on credibility at the level of 99%.
Therefore, The satisfaction of Local food would rather put more weight on emotional value, such as enjoying eating food, than fuctional value,
resonable pride, quality, social value.
Second, perceptive value of Local food has positive effect on intention of recommendation out of behaviour intention.
During behaviour intention, It is functional value that has the most positive effect. following emotional value, social value
It is mutiple regression analysis to anticipate the effect for perceptive value in intention of recommendation out of behaviour intention
Also, looking over regression coefficient in Individual factors of perceptive value influenced positive effect at the level of 99%.
Third, perceived value of Local food has effects on repurchasing intention out of behaviour intention.
Out of three factors, functional value has shown to have the most positive effect on repurchasing intention out of behaviour intention Emotional value is following after that.
To anticipate the effect how perceived value is related to recommendation intention and repurchasing intention use multiple regression analysis
However, statistically ,social value out of behaviour intention has merely effect on intention of repurchasing, selecting theory of 2-4, 2-5, dismissing 2-6.
This consquence shows contrast effect against previous research that is
‘social value of medicinal food quality is related to repurchasing and recommendation intention written by sung woong choi, hyug ki Ahn, sung ho cho(2012)
Fourth, satisfaction has positive effect on recommendation intention and repurchasing intention out of behaviour intention.
To anticipate the effect how satisfaction is related to recommendation intention and repurchasing intention use multiple regression analysis.
While looking over regression coefficient of recommendation intention and repurchasing intention has positive effect at the level of 99% credibility.
Here are presenting drawbacks and research direction.
First, this research mainly focus on age group between 40~50 rather than various age group, so there is difficulty to generalize through whole age group.
Also, Restriction of area makes difficult to generalize according to localized special traits. Therefore in further research, there is necessity to extract the datas adequately enough to make them to generalize through whole nation.
Second, this research targeted for the people who experienced Local food, In further research, Data should be extracted from people who don’t have experience of local food.
At last it is necessity to draw new perception of research through comparison from two different datas which leads to realistic marketing.
Finally, this research has contains its academic meaning and implication but shows exploration disposition owing to limitation of research.
If this research is conducted professionally by overcoming limitations
presented above, It’s going to be significant research to assist for activating of Local food.

목차 (Table of Contents)

• 표목차 ⅳ
• 그림목차 ⅴ
• 논문개요 ⅵ
• 제 1 장 서론 1
• 제 1 절 문제 제기 및 연구의 목적 1
• 1. 문제 제기 1
• 2. 연구의 목적 4
• 제 2 절 연구의 범위 및 연구의 방법 5
• 1. 연구의 범위 5
• 2. 연구의 방법 7
• 제 2 장 이론적 배경 8
• 제 1 절 로컬푸드 8
• 1. 로컬푸드의 개념 8
• 2. 로컬푸드의 선행연구 10
• 제 2 절 지각된가치 14
• 1. 지각된가치의 개념 14
• 2. 지각된가치의 선행연구 15
• 제 3 절 만족도 17
• 1. 만족도의 개념 17
• 2. 만족도의 선행연구 17
• 제 4 절 행동의도 19
• 1. 행동의도의 개념 19
• 2. 행동의도의 선행연구 19
• 제 3 장 조사 설계 21
• 제 1 절 연구 모형 및 가설 설정 21
• 1. 연구 모형 21
• 2. 가설 설정 22
• 제 2 절 조작적 정의 및 설문의 구성 25
• 1. 변수의 조작적 정의 및 측정 25
• 2. 설문의 구성 26
• 제 3 절 자료 수집과 분석 방법 27
• 1. 자료 수집 27
• 2. 분석 방법 27
• 제 4 장 분석 결과 및 가설 검증 29
• 제 1 절 표본의 인구통계학적 특성 29
• 제 2 절 측정변수의 타당성 및 신뢰도 검증 31
• 1. 탐색적 요인 분석과 신뢰성 검증 31
• 2. 상관관계 분석 37
• 제 3 절 가설 검증 결과 38
• 1. 로컬푸드에 대한 지각된가치가 만족도에 미치는 영향 38
• 2. 로컬푸드에 대한 지각된가치가 행동의도에 미치는 영향 39
• 3. 만족도가 행동의도에 미치는 영향 41
• 제 5 장 결론 44
• 제 1 절 연구의 결과 44
• 제 2 절 연구결과의 시사점 및 한계점 47
• 1. 연구결과의 시사점 47
• 2. 연구결과의 한계점 49
• 참고문헌 50
• ABSTRACT 57
• (부록) 설문지 61