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주관적 지식이 일본 식품 수용 의도에 미치는 영향 : 성별의 조절효과

The Impact of Subjective Knowledge on Acceptance Intention of Japanese Foods : The Moderating Role of Gender

이용기|양재장|남규빈
한국전문경영인학회|2022.12|전문경영인연구 (Journal of CEO and Management Studies)|제25권 제4호|pp. 239-262|DOI 10.37674/CEOMS.25.4.12

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참고문헌

키워드

수용불안Anxiety구매의도Purchase Intention방사능Radioactivity주관적 지식정교화 가능성 모델Subjective Knowledge일본식품규범 활성화 모델Japanese FoodAcceptancdeElaboration Likelihood Model(ELM)Norm Activation Model(NAM)

초록

한국과 일본이 쌀을 주식으로 하는 식생활의 유사성과 지리적 인접함으로 인하여 한국소비자들은 일본 식품을 많이 이용해왔다. 그러나 일본 대지진과 원전 사고 이후, 일본식품은 한국 소비자들로부터 안전성을 의심받고 기피의 대상이 되었다. 식품은 인간의삶을 유지하는 원동력으로, 소비자들은 식품에 대한 영양성분, 품질, 맛은 물론 식품의제조환경, 제조사, 원산지에 대한 주관적 지식을 가지고 식품을 선택하게 된다. 정교화가능성 모델에 의하면, 소비자의 행동의도에 영향을 주는 원인은 중심단서와 주변단서로구분된다. 이런 관점에서 일본 식품 수용에 영향을 미치는 소비자의 주관적 지식이 식품자체의 중심단서인지, 식품의 주변 단서인지에 대한 연구가 필요하다. 또한 식품 선택의동기는 타인을 위한 것이므로 규범 활성화 모델이 연구모형 설계에 적용되었다. 설문조사전문회사의 도움을 받아 수집된 528명 응답자의 데이터가 분석에 이용되었다. 분석 결과는 다음과 같다. 첫째 일본 식품에 대한 주관적 지식은 불안을 줄이는 영향을 미쳤지만, 방사능에 대한 주관적 지식은 불안에 영향을 미치지 못했다. 둘째, 일본 식품과 방사능에대한 주관적 지식은 수용에 긍정적인 영향을 미쳤다. 셋째, 불안은 수용과 구매의도를감소시켰으며, 수용은 구매의도를 증가시켰다. 넷째, 수용은 구매의도를 증가 시켰다. 다섯째, 주관적 지식이 불안과 수용에 미치는 영향은 남녀 간에 유의한 차이가 있었다. 특히 남자들의 일본 식품과 방사능에 대한 주관적 지식이 불안에 영향을 주는 반면, 여자들의 주관적 지식은 불안에 영향을 미치지 않았다. 본 연구는 식품 선택의 불안과 수용은식품의 주변보다도 식품 본질로 인하여 발생된다는 것을 확인하였다. 이러한 결과는 식품개발과 마케팅에 있어서 식품 자체의 지식이 얼마나 중요한가를 시사한다. 또한 본 연구의결과는 식품 마케터는 성별에 따라 불안을 줄이고 수용을 높여서 구매의도를 높일 수있는 전략을 구사해야 한다는 점을 시사한다.

Abstract

Due to the similarity and geographical proximity of rice-based diets in Korea and Japan, Korean consumers have used Japanese food a lot. However, after the earthquake and nuclear accident in Japan, Japanese food was questioned by Korean consumers for its safety and avoided. Food is the driving force for maintaining human life, and consumers choose food with subjective knowledge of the food's manufacturing environment, manufacturer, and country of origin as well as nutritional ingredients, quality, and taste. According to Elaboration Likelihood Model(ELM), the causes of consumer behavioral intention is divided into central and peripheral cues. From this point of view, it is necessary to study whether the subjective knowledge of consumers affecting the acceptance of Japanese food is a central cues to the food itself or a peripheral cues to the food. In addition, since the motivation for food selection is for others, the norm activation model was applied to the design of the research model. The data were collected from 528 respondents with the help of a survey company. The findings are as follows. First, subjective knowledge of Japan food had an effect on reducing anxiety, but subjective knowledge of radiation did not have an effect on anxiety. Second, subject knowledge had a possive effect on acceptance. Third, anxiety reduced acceptance and purchase intention, but acceptance increased purchase intention. Fourth, acceptance increased purchase intention. Fifth, there was a significant difference between men and women in the effect of subjective knowledge on anxiety and acceptance. In particular, men's subjective knowledge of Japanese food and radioactivity affected anxiety, while women's subjective knowledge did not affect anxiety. This study confirmed that anxiety and acceptance of food selection are caused by the nature of food rather than the surroundings of food. These results suggest how important the knowledge of food itself is in food development and marketing. In addition, the results of this study suggest that food marketers should use strategies to increase purchase intention by reducing anxiety and increasing acceptance according to gender.

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