친환경농산물 선택기준이 구매의도에 미치는 영향

• 영문명: Effects of Selection Criteria for Eco-Friendly Agricultural Products on Purchase Intention
• 발행기관: 한국유통과학회
• 저자명: 김미송(Mi Song Kim) 김동환(Dong Hwan Kim) 이기황(Gi Hwang Lee) 윤명길(Myoung Kil Youn)
• 간행물 정보: 『유통과학연구(JDS)』제11권 제12호, 71~81쪽, 전체 11쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2013.12.31

영문 초록

Purpose - This study investigated the effects of consumers' selection criteria for environment-friendly agricultural products on purchase intention and the effects of consumers' attitudes and the reliability of environment-friendly agricultural products on purchase intention by using the theory of planned behavior. Subjective norms of variables of behavioral intention, attitudes toward behavior and control of the behavior were used to create selection criteria, consumers' attitudes and reliability of environment- friendly agricultural products. The study investigated the effects of consumers' selection criteria, attitudes, and reliability of environment-friendly agricultural products on purchase intention constructing models and hypotheses of mediation and moderation between selection criteria for agricultural products and purchase intention by consumers' attitudes and reliability. Research design, data, and methodology - The findings were as follows: first, consumers' selection criteria for environment- friendly agricultural products had a significantly affirmative influence upon purchase intention. Health was the most important factor of selection criteria convenience was more important than quality and familiarity was next. Consumers' attitudes and trust had a significant influence on purchase intention. Second, testing showed that consumers' attitude and trust partially mediated selection criteria: sub-factors and purchase intention were important in selection criteria. Third, testing showed that consumers' attitude and trust had a significant moderation effect between selection criteria and purchase intention. In the test of the moderation effect between sub-factors of selection criteria and purchase intention, consumers' attitude had a significantly positive influence upon health, convenience, and familiarity, and had no significant influence upon quality and purchase intention. Consumers' trust had no significant influence upon health, convenience, and quali

목차

Abstract

1. 서론

2. 이론적 배경

3. 연구모형 및 가설

4. 연구방법 및 분석결과

5. 결론 및 시사점

References

키워드

Environment-Friendly Agricultural Product Selection Criteria of Environment-Friendly Agricultural Products Consumers' Attitude Consumers' Trust Purchase Intention