| 한과류에 대한 소비자의 구매행동 연구 -소비자태도, 구매의도 및 구매행동- |
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| A Study of Consumer Behavior Associated with Han-Gwa - Consumer Attitude, Behavioral Intention and Expense - |
| So-Ye You, You, Myung-Nim |
| Division of business administration, Chonbuk National University, Rural Resource Development Institute, RDA |
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| ABSTRACT |
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The purposes of this study were to explain consumer attitude, behavioral intention and behavior(expenses) in the purchase of Han-gwa and to explore the influencing factors on them. To achieve these purposes, the Heckman two-step model was utilized to utilize the recursive system of attitude, behavioral intention and behavior. The results of this study were as follows: 1) Seventy-six percent of consumers presented their favorable altitudes to purchase Han-gwa, while 47% of consumers had behavioral intention for purchasing Han-gwa. In addition, purchasing expense of Han-gwa per year as a proxy variable of behavior was less than 100,000 won for most consumers. 2) First, consumer attitude was found to be significantly influenced by the type of family and food safety. Second, the behavioral intention for purchasing Han-gwa was found to be significantly influenced by consumer attitude, age, income, education and price. Finally, consumer behavior(expenses) of purchasing Han-gwa was found to be significantly influenced by the behavioral intention, income and purchasing place. |
| Keywords:
한과, Han-gwa, 소비자태도, consumer attitude, 구매의도, behavioral intention, 구매행동, consumer behavior |
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