지각된 가격 수준에 따른 지각된 품질과 가치의 영향력 차이 = The Differentiation of Effects of Perceived Quality and Perceived Value by Perceived Price Level

다국어 초록 (Multilingual Abstract)

In recent years, there are a growing number of consumers enjoying organic foods. However, despite the recent trend in organic food consumption, a small number of studies have considered the effects of perceived quality and value of organic food consumers on their behavioral intentions. depending on the level of perceived price level. The objectives of this study was to explore the structural relationship among perceived quality, perceive value, trust, purchase attitude, and purchase intention of organic foods, and also the moderating effects of price level as perceived by the female consumers on the relationship. We focused on the roles of perceived price level between these relationships and empirically tested whether perceptions of price moderated the relationships. We also hypothesized the direct effect of perceived quality and value on the participating consumer’s attitudes and behavioral intentions in the model.
The paper is structured as follows. First, the conceptual model and hypotheses are developed manly derived from consumer behavior literature. Next, the research methodology is described. Subsequently, the empirical results are presented, and the key findings and major implications are also discussed. The article concludes with a discussion of limitations and future research directions.
To test model and hypotheses, data were collected from the total of 360 female consumers who have past experience of purchasing organic food in Seoul and Kyunggi-do. The results showed that perceived quality has a significant positive effect on perceived value and trust, however, it has no significant effect on purchase attitude and intention. On the other hand, the findings also support a positive effect of perceived value on purchase attitude and intention. Seven of the nine hypotheses associated with the direct relationships were supported.
In addition, the moderating effects of perceived price level were found in the following two paths(between trust and purchase attitude as well as between purchase attitude and purchase intention) in the model. In other words, individual's perceived level of price for organic food influenced the magnitude of impact on the casual relationship between trust, purchase attitude and purchase intention.
Based on the results, theocratical and managerial implications were discussed in conclusions. This research may have limitations with respect to the confidence of distinguish on certification mark. According to the data from Korea consumer agency, nearly half(49.7%) of those who buy organic foods failed to discern the certification mark related to the foods. Thus, it is possibly plausible consumers' lack of understanding about certification mark may mislead the results of this research. This bias can be eliminated by careful choice of the survey respondents in future research.

국문 초록 (Abstract)

본 연구는 지각된 가격 수준에 따라 지각된 품질, 지각된 가치, 신뢰, 구매태도와 구매의도 사이의 구조적 관계에 대한 차이를 검증함으로써 유기농 식품에 대한 소비자의 구매행동에 미치는 주요 영향변수를 검증하고자 수행되었다. 연구결과 지각된 가치가 구매태도와 구매의도에 직접적으로 유의한 영향을 미치고 있음이 확인된 반면 지각된 품질의 영향력은 유의하지 않았다. 하지만 지각된 품질은 신뢰를 매개로하여 구매태도와 구매의도에 유의한 영향을 미쳤다. 데이터 분석결과 지각된 가격은 신뢰와 구매태도 사이와 구매태도와 구매의도 사이에서만 유의한 영향을 미침으로써 조절효과가 있다는 것을 확인해 주었지만 나머지 경로에서의 조절효과는 유의하지 않은 것으로 나타났다. 이러한 결과는 향후 유기농 제품의 마케팅 전략 수립에 기여할 것으로 보인다.

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