지역이미지와 소재원산지 평가가 지역제품구입에 미치는 효과 = The Effects of Place Image and Place-of-Parts Evaluations on Consumers’ Purchase Intentions of the Regional Products

국문 초록 (Abstract)

최근 지역원산지효과와 관련된 연구들이 늘고 있다. 본 연구는 국내 사과산지에서 생산되는 와인에 대한 소비자들의 구입의사를 소재원산지평가 관점에서 살펴보고 있다. 본 연구는 지역이미지를 소재원산지평가의 선행변수로제시하면서 지역이미지가 구입의사에 미치는 직ㆍ간접효과를 살폈다. 또한 소재원산지평가가 구입의사에 미치는 영향력을 지각된 가치와 지각된 위험의 매개과정으로 설명하였다.
연구결과 지역의 인지적이미지와 정서적이미지는 모두 해당지역의 소재원산지평가에 긍정적인 영향을 미치는 것으로 나타났다. 그러나 지역이미지가 구입의사에 미치는 직접효과는 입증되지 않았다. 한편 소재원산지평가는 와인의 구입의사에 직접적이고 긍정적인 영향을 미칠 뿐만 아니라, 와인에 대한 지각된 가치를 높이거나 지각된 위험을낮추는 과정을 통해서 간접적으로 구입의사에 영향을 미치는 것으로 나타났다. 이를 통해 지역브랜드와 제품생산과관련된 소재원산지 단서를 체계적으로 활용하는 전략이 해당 지역에서 제품을 생산하여 판매하는 기업들에게 유용한 마케팅전략이 될 수 있음을 알 수 있다.

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