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논문 기본 정보

자료유형
학술저널
저자정보
A Reum Han (Chonbuk National University) A Ra Jo (Chonbuk National University) Dong Heon Jang (Chonbuk National University)
저널정보
충남대학교 농업과학연구소 Korean Journal of Agricultural Science Korean Journal of Agricultural Science Vol.44 No.2
발행연도
2017.6
수록면
283 - 295 (13page)

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초록· 키워드

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This study analyzed the effect of the intrinsic and extrinsic attributes of gochujang, Korean red chili paste, on purchasing intention and recommendation intention for consumption. Survey participants were female, married, aged 30 - 39 years, and highly educated with graduation from a university. Most participants purchased gochujang 1 - 2 times per year, most commonly at a shopping mall, and acquired information on the gochujang product from an advertisement or sponsored TV shows. For the factor analysis, five variables for intrinsic quality were considered: namely, healthiness, economics, convenience, diversity, and sense, whereas three variables were considered for extrinsic quality: trust, external appearance, and image. The factor analysis also confirmed the correlation between the validity and the reliability of the purchasing and recommendation intentions. The effect of intrinsic quality of gochujang on purchasing and recommendation intentions was tested through a multiple regression analysis. The purchase intention was most significantly affected by healthiness, cost, and convenience. On the other hand, the recommendation intention was most significantly affected by the diversity and, to a lesser degree, by the healthiness of the product. Among the extrinsic qualities, trust of consumers and the product appearance had a significant effect on purchasing intention. Recommendation intention was significantly affected by the appearance. And trust significantly influenced the recommendation. Therefore, a concrete and systematic marketing approach considering these factors.
#intention #quality of gochujang #recommendation

목차

Abstract
Introduction
Background
Research design
Results and Discussion
Conclusion
References

참고문헌 (51)

참고문헌 신청
[단행본] - Ahn KH / 2014 / Principles of marketing / Hakhyunsa google schola [단행본] - Ajzen I / 1980 / Understanding attitudes and predicting social behavior / Prentice-Hall google schola [학위논문] - Cho JH / 2010 / The relationships among brand image, brand attitude and purchase intention on the Ginseng product / MA / Paichai Univ. google schola [학위논문] - Cho KH / 2012 / The effects of social commerce characteristics on trust and purchase intention / MA / Konkuk Univ. google schola [학위논문] - Choi SM / 2007 / Impact of customer perception of the physical environments of hotel restaurants on customer satisfaction, Repurchase intention and recommendation intention / Ph. D. / Sejong Univ. google schola

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