친환경제품 요인이 품질지각과 구매행동에 미치는 영향 -친환경 가치관이 높은 집단을 중심으로-
The Effects of the Eco-friendly Products on the Quality Perception and Purchase Behavior - Focused on the Higher Eco-friendly Value Group
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초록
본 연구는 친환경 가치관이 높은 소비자를 고려하여 친환경제품의 상품성, 정보제공, 기업의 이미지 광고가 친환경제품의 지각된 품질과 구매행동에 영향을 주는지, 그리고 제품에 대한 품질지각이 구매행동에 어떠한 영향을 주는지를 분석한 연구이다. 연구결과 친환경 가치관이 높은 소비자의 경우, 친환경 제품에 대한 정보제공과 상품성이 품질지각에는 영향을 주지만 구매행동 영향을 주지 않는다는 것이다. 하지만 친환경적 기업의 이미지광고는 구매행동에 긍정적인 영향을 주었다. 본 연구의 시사점은 친환경 가치관이 높은 소비자의 속성을 파악했다는 것에 의미를 부여할 수 있다.
Abstract
This study aims to analyse the effects of the intrinsic qualities of the eco-friendly products, information offer, and corporate image advertisement on the perceived quality and purchase behavior of the eco-friendly products, and also to analyse the effects of the quality perception of those products on the purchase behavior. The results of this study are as follows. In this connection, what I want to point out is that the consumers of the higher eco-friendly value had an effect on information offer of those products and the quality perception, but did not have an effect on the purchase behavior. However, the corporate image advertisement had an affirmative effect. The significant suggestion of this study lies in grasping the attributes of the consumer who has the higher eco-friendly value.
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