친환경농산물의 제품특성과 재구매의도간의 관계에 관한 연구 : 라이프스타일을 중심으로 = Relationship between product characters of environment-friendly agricultural focusing lifestyle

다국어 초록 (Multilingual Abstract)

The purposes of this study are followings:
First, we are to consider the relation between subdivided features of environment-friendly agricultural products and consumer's purchase intention.
Second, w are to develop consumers' lifestyles and identify the influence of features of environment-friendly agricultural products on purchase intention.
Third, we are to establish a study model by considering theoretically features of environment-friendly agricultural products and purchasers' lifestyles based on previous researches.
Fourth, we are to set up the relationship among variables through SPSS used to verify the study model.
Fifth, we are to elicit marketing managerial implications of production and distribution of environment-friendly agricultural products that have an effect on purchase intention.
The results of research hypotheses are followings:
First, environment-friendly agricultural products, advertizing products, images of a brand and producer have a positive effect on repurchase intention.
Second, the relationship between environment-friendly agricultural products, advertizing products, images of a brand and producer and repurchase intention can vary according to three groups including leading consumer, family-centered consumer, and sociable consumer group which are divided based on their lifestyles.
Managerial implications of this study are followings:
First, the relationship between products features and purchase intention suggests that consumers regard products specifications and colors of products as important properties. It is assumed that this trend was caused by increased consumers' knowledge of products through mass media. Therefore, It is necessary to provide products which consumers can trust by acquiring quality certification system of agricultural products.
Second, the relationship between advertisement and repurchase intention indicates that the more frequently consumers experience product advertizement, the higher purchase intention becomes. Therefore, we have to advertize feature of envirounment-fiendly agricultural products through various media, especially Internet accessible to consumers. Third, considering the relationship between brand image and repurchase intention, it is necessary to advertize brand image constantly with a long-range strategy to make the brand familiar with consumers as once shaped positive image has a long-term effect.
Fourth, regarding the relationship between producer image and repurchase intention, consumers consider productive capacity of products, environment protection, and producer's high reputation as critical properties about producers of the products. Therefore, It is important to give consumers an environment-friendly image through environment protection activities and haying seminars.
Fifth, as a result of verifying the relation between features of environment-friendly agricultural products and repurchase intention based on subdivided markets, leading consumer group is the most likely to prefer environment-friendly agricultural products
Therefore, It is necessary to apply marketing strategies differential according to subdivided markets to activate various markets.

목차 (Table of Contents)

• 목차 = ⅰ
• 제1장 서론 = 1
• 제1절 연구의 목적 = 1
• 제2절 연구의 방법과 구성 = 3
• 제2장 이론적 배경 = 5
• 제1절 친환경농업의 기본원리 = 5
• 1. 친환경농업의 개념 = 5
• 2. 친환경농업의 구성요소와 기술체계 = 6
• 3. 친환경농산물 생산 및 유통현황 = 11
• 제2절 제품 특성 = 18
• 1. 제품 = 19
• 2. 광고 = 21
• 3. 상표이미지 = 25
• 4. 기업이미지 = 35
• 제3절 재구매의도 = 45
• 1. 태도와 행동의도 = 45
• 2. 구매의도와 행동 = 48
• 제4절 라이프스타일의 선행연구 = 50
• 1. 라이프스타일의 개념 = 50
• 2. 라이프스타일의 측정방법 = 52
• 제3장 실증연구의 설계 = 58
• 제1절 연구모형 = 58
• 제2절 가설의 설정 = 59
• 제3절 변수의 조작적 정의 및 측정 = 59
• 제4절 표본설계 및 분석방법 = 60
• 1. 표본설계 = 60
• 2. 분석방법 = 61
• 제4장 실증분석 및 결과 = 62
• 제1절 표본의 특성 = 62
• 제2절 신뢰도 분석 = 63
• 제3절 라이프스타일분류 = 65
• 제4절 가설검증 = 69
• 1. 제품특성과 재구매의도간의 관계 = 69
• 2. 라이프스타일에 따른 제품특성과 재구매의도 = 74
• 3. 가설검증 결과의 요약 = 82
• 제5장 결론 = 84
• 제1절 연구의 요약 = 84
• 제2절 연구 결과의 시사점 = 85
• 제3절 연구의 한계점 및 미래 연구방향 = 87
• 참고문헌 = 89
• Abstract = 93
• 설문지 = 96