농산물 원산지효과가 지각에 미치는 영향
The Impact of Country-of-Origin Effects on Consumers' Perceptions of Agricultural Product Quality
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【Abstract】 The Impact of Country-of-Origin Effects on Consumers' Perceptions of Agricultural Product Quality Park, Seung-Whan This study aims to identify the consequence of country-of-origin effect and verify the perception of imported products by demographic characteristics for the purpose of investigating consumers' perceptions about imported agricultural products in korea market. This research is empirically to examine the consumers' perceptions of country-of-origin effect about imported agricultural products. the questionnaire method was adopted to collect the data for this study. A seven-point likert scale was used in this questionnaire. And this research employ both AMOS 5.0 and SPSS 12.0 for an empirical approach. It was found as follows: First, information factors of imported agricultural products that constitute country-of-origin information dimensions toward customers' perceptions are social assurers, security seekers and price vetters. it revealed that price vetter is most important factor of imported agricultural products. and it confirmed that consumer who want to purchase imported agricultural products seek for price vetters totally. Second, there is difference a certain degree of preference by product types of imported agricultural products. there are difference from consumers' perception by types of imported agricultural products such as spices, vegetables, grains and fruits. Third, it identify that there is no different consumers' perceptions about imported agricultural products by demographic characteristics except for the variable of married or not married. In conclusion, the marketers of agricultural product company should be identified that most important factors to their customer and provided it to them because it will be formulating loyalty of customers and increasing profit of agricultural product company.
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