길거리 음식에 대한 위험지각이 소비자의 구매행동에 미치는 영향에 관한 연구 = A Study on How Perceived Risk on Street Foods Affects Consumers' Purchase Behavior

다국어 초록 (Multilingual Abstract)

Street foods are prevalent, with a large number of people from all ages and income groups consuming a variety of foods. Moreover, it provides local residents as well as inbound tourists with traditional and cultural sources as a tourist attraction.
In spite of these potential benefits, street foods have been reported to be reluctant to purchase with hygienic, social, health problems and the like. Governments frequently attack street food enterprises as unsightly, as causing congestion, and as unsafe; indeed harassment by municipal officers was the greatest impediment for street food vendors. There is currently a very low level of perception about issues of street foods among vendors and consumers. It is necessary for most countries to embark on aggressive vendor and consumer education programmes as a way of mitigating the problems.
Accordingly this study was carried out with the purpose of identifying perceived risk of street foods and drawing attention to consumers' demands to alleviate these problems and enhance sustainable enhancement of the street food industry.
Sample data were collected from questionnaires in Seoul and Gyeonggi Province in August, 2007. The collected data were analyzed with frequency, cross tabulation, factor & reliability analysis, and regression analysis was used to test the theoretical model developed to guide the study using SPSS 15.0 for Windows.
The result of this study indicates, firstly, that social/psychological, environmental, and financial risk on street foods are the main risk factors which influence the consumers' purchase belief negatively. Secondly, hygienic, environmental and health risk are the main risk factors which influence the consumers' purchase attitude negatively. Lastly, purchase belief and purchase attitude had a significant impact on purchase intention as follows: repurchase and word-of-mouth intention. It means that the more negative purchase belief and attitude, the lower percentage of street foods were purchased.
In conclusion, an integrated strategy for improving street foods should involve health concern and other regulations; vendors and consumers should address not only food safety, but also environmental health management, including consideration of inadequate sanitation and waste management, possible environmental pollution, congestion and disturbances to traffic.
When officials encourage rather than harass, the vendors are more likely to improve their food quality and invest in carts that promote sanitation and attend training sessions. The training should include programs on nutrition, food safety, hazard analysis, preventative measures, environmental sanitation and personal hygiene. Public health inspectors need to be more vigilant in monitoring vending sites and to better enforce the regulations governing the sale of street foods. Vendors and those who assist in the preparation of street foods should undergo a regular medical checkup and should possess valid food badges or licences.
As stated above, street foods deserve the attention of policy-makers and vendors should be given opportunities to improve their situation and develop their enterprises into city food establishments. Consumers should also organize themselves into recognized groups to enable them to be heard in matters affecting them.
If confirmed through further empirical research, the finding would necessitate adjustments in the theoretical perspective used in the current study.

목차 (Table of Contents)

• 제 1 장 서 론 1
• 제 1 절 문제의 제기 1
• 제 2 절 연구의 목적 3
• 제 3 절 연구의 방법 및 범위 4
• 제 2 장 이론적 고찰 6
• 제 1 절 길거리 음식 및 음식점 6
• 1. 길거리 음식의 개념 및 특징 6
• 2. 길거리 음식점의 개념 및 특징 9
• 3. 길거리 음식점업의 현황 12
• 제 2 절 위험지각 20
• 1. 위험지각의 개념 20
• 2. 위험지각의 유형 21
• 3. 길거리 음식에 대한 위험지각의 유형 24
• 제 3 절 소비자 구매행동 29
• 1. 소비자 구매행동의 개념 및 과정 29
• 2. 소비자 구매행동에 대한 선행 연구 32
• 제 3 장 연구의 설계 35
• 제 1 절 연구모형 및 가설 35
• 1. 연구모형 설계 및 가설의 설정 35
• 2. 변수의 조작적 정의 36
• 제 2 절 조사 설계 38
• 1. 조사의 대상 및 방법 38
• 2. 설문지의 구성 39
• 제 3 절 분석방법 41
• 제 4 장 실증분석의 결과 42
• 제 1 절 표본의 일반적인 특성 42
• 1. 길거리 음식 소비자의 인구통계학적 특성 42
• 2. 길거리 음식 소비자의 이용행태별 특성 44
• 3. 인구통계학적 특성과 이용행태별 특성 간의 교차분석 46
• 제 2 절 가설 검증을 위한 기초 분석 50
• 1. 길거리 음식에 대한 위험지각의 요인분석 및 신뢰도 검증 51
• 2. 길거리 음식에 대한 신념의 요인분석 및 신뢰도 검증 54
• 3. 길거리 음식에 대한 태도의 요인분석 및 신뢰도 검증 55
• 4. 길거리 음식에 대한 행동의도의 요인분석 및 신뢰도 검증 56
• 제 3 절 가설 검증의 결과 58
• 1. 길거리 음식에 대한 위험지각과 신념에 대한 다중회귀분석 58
• 2. 길거리 음식에 대한 위험지각과 태도에 대한 다중회귀분석 61
• 3. 길거리 음식에 대한 신념과 행동의도에 대한 다중회귀분석 62
• 4. 길거리 음식에 대한 태도와 행동의도에 대한 단순회귀분석 63
• 5. 가설 검증의 결과 요약 64
• 제 5 장 결 론 67
• 제 1 절 연구의 요약 및 시사점 67
• 1. 연구의 요약 67
• 2. 연구의 시사점 69
• 제 2 절 연구의 한계점 및 향후 과제 72
• 참고문헌 73
• 설문지 85
• 부록 90
• ABSTRACT 93