http://chineseinput.net/에서 pinyin(병음)방식으로 중국어를 변환할 수 있습니다.
변환된 중국어를 복사하여 사용하시면 됩니다.
- 中文 을 입력하시려면 zhongwen을 입력하시고 space를누르시면됩니다.
- 北京 을 입력하시려면 beijing을 입력하시고 space를 누르시면 됩니다.
RISS 인기검색어
- 검색키워드
- 저자 : 양링링 ( Ling Ling Yang ) (검색결과 1 건)
- 무료
- 기관 내 무료
- 유료
-
중국 소비자의 소비가치가 건강기능식품에 대한 태도와 구매의도에 미치는 영향
노원희 ( Won Hee Noh ),안승호 ( Seung Ho Ahn ),양링링 ( Ling Ling Yang ),송영욱 ( Young Wook Song ) 한중사회과학학회 2012 한중사회과학연구 Vol.10 No.2
The purpose of this study is to analyze the factors which affect attitudes and purchase intention of healthy functional food. First, this study examined various consumption value variables(functional value, social value, emotional value, epistemic value, conditional value). Second, this paper is aiming to test whether the WOM plays as a moderating role by consumers when purchasing healthy functional food that affects the consumers purchase intention rate. The research used the measurement instruments validated by previous researchers. Data were collected through a questionnaire survey and the respondents were Chinese consumers who living in Beijing and Shanghai in China. A total of 236 responses were collected using on-site survey. For the data analysis, the SPSS 12.0 for Windows program and AMOS 6.0 program were used and various statistical techniques were applied, including frequency analysis, exploratory factor analysis, confirmatory factor analysis, reliability analysis, path analysis, and χ²-test. The results of this study can be summarized as follows: First, functional value, emotional value, conditional value have a positive effect on consumers` attitude towards heathy functional food. However, on the other hand, social value and epistemic value have a negative effect on attitude towards heathy functional food. Second, the consumers` attitude towards the heathy functional food showed a positive influence on the purchase intention. Third, the WOM has played a significant moderating role between consumers` attitude towards heathy functional food and purchase intention. Finally, the results of this research can provide significant implications for various factors about heathy functional food of Chinese consumers for health food industry.
연관 검색어 추천
이 검색어로 많이 본 자료
활용도 높은 자료
