http://chineseinput.net/에서 pinyin(병음)방식으로 중국어를 변환할 수 있습니다.
변환된 중국어를 복사하여 사용하시면 됩니다.
확장된 목표지향 행동모형을 적용한 브랜드 한우의 구매동기에 관한 연구
김희걸 ( Xi Jie Jin ),최준식 ( June Sik Choi ),노성훈 ( Sung Hoon Roh ),최명래 ( Myung Rae Choi ),송명한 ( Young Han Song ),이종인 ( Jong In Lee ) 한국축산경영학회 2014 농업경영정책연구 Vol.41 No.2
Becuase of the characteristics of brand korean beef like uniform feeding and management, security and grade quality, the Brand korean beef are recognized as a high-quality meat by the consumers. The purpose of this study was developed to an extended model of goal-directed behavior (EMGB) in order to identify the decision-making process of customers who purchased brand Korean beef. Structural equation modeling approach was employed to identify the relationships among latent variables after developing the proper measurement model. The results of the EMGB indicated that desire had the strongest relationship with customers` intentions to purchase brand Korean beef followed by perceived behavioral control, prior knoledge for brand Korean beef. In the model, desire was determined by mainly positive anticipated emotion, subject norm, attitude, prior knowledge and negative anticipated emotion. In the case of the little study of EMGB model using for agricultural and rural area, this study provide the useful implication which induce the producer of brand Korean beef to strengthen brand awareness and marketing strategy.
오상집(Sang-Jip Ohh),정윤필(Yun-Pil Jung),홍승지(Seung-Jee Hong),최명래(Myung-Rae Choi),김용복(Yong-Bog Kim),이종인(Jong-In Lee) 충남대학교 농업과학연구소 2012 농업과학연구 Vol.39 No.1
In this paper, animal welfare egg was focused in Korea. This study was built to establish marketing strategies for the animal welfare egg. Data were collected by consumer survey on November 4th, 2011 at Chuncheon Hanaromart in Chuncheon. 355 questionnaires were distributed and collected. SAS 9.1 and Excel 2007 were used as statistical packages and ranked logit model was used to analyze. From the results of the study the following improving plans were suggested for the consideration factors affecting to purchase for animal welfare egg. First, strategies using public relations are needed only for package design. Thepackage design will be able to complements gaps for low advertisement. Moreover, when consumer will be provided information on packaging for consumers, the consumer will be able to reduce anxiety. Second, package design of identity strategies are needed. There are so many package designs in market. The package design of identity may give competition power to the animal welfare egg.
송영한 ( Young Han Song ),신해식 ( Hae Shik Shin ),최명래 ( Myung Rae Choi ),모신무스타리 ( Mustari Mohsin ),정윤필 ( Yun Pil Jung ),이종인 ( Jong In Lee ) 한국축산경영학회 2012 농업경영정책연구 Vol.39 No.2
The purpose of the study is to analyze factors that affect to purchasing behavior for Hoengseong Livestock Cooperative Beef (HLCB). The study focuses on participants for Hoengseong Korean Cattle Festival. Data are collected October 15 and 17, 2010 at the festival site. 383 questionnaires are collected and used for analyses using SPSS 12. Used analyses are frequency analysis, contingency Table Analysis, Factor Analysis, and Multiple Regression Analysis. The results of the analyses are as follows. Both consumers who have bought and have not the HLCB have faith for the HLCB. Consumers who have bought the HLCB had high satisfaction. The consumers who have bought the HLCB preferred to discount store, internet shopping mall of livestock cooperatives, festival, and special shop for the brand as shopping site for the beef. Consumers hesitate when they buy the beef because the beef price is too high. Consumers who have bought the beef during last one year are affected by ages, residence, and internal factors of the HLCB.
오상집(Sang-Jip Ohh),정윤필(Yun-Pil Jung),홍승지(Seung-Jee Hong),최명래(Myung-Rae Choi),김용복(Yong-Bog Kim),이종인(Jong-In Lee) 충남대학교 농업과학연구소 2012 Korean Journal of Agricultural Science Vol.39 No.1
In this paper, animal welfare egg was focused in Korea. This study was built to establish marketing strategies for the animal welfare egg. Data were collected by consumer survey on November 4th, 2011 at Chuncheon Hanaromart in Chuncheon. 355 questionnaires were distributed and collected. SAS 9.1 and Excel 2007 were used as statistical packages and ranked logit model was used to analyze. From the results of the study the following improving plans were suggested for the consideration factors affecting to purchase for animal welfare egg. First, strategies using public relations are needed only for package design. Thepackage design will be able to complements gaps for low advertisement. Moreover, when consumer will be provided information on packaging for consumers, the consumer will be able to reduce anxiety. Second, package design of identity strategies are needed. There are so many package designs in market. The package design of identity may give competition power to the animal welfare egg.