소비자의 리콜제도에 대한 태도, 리콜요구도, 리콜참여도에의 영향요인 분석

Abstract

This study investigate that consumer attitude, request, and participation toward product recall were differed across consumers' social demographic variables and other related variables, in addition the factors influencing those characteristics toward recall. The main results can be summarized as follows. First, male and consumers with high school educated were more likely to have postive attitudes toward product recall. In addition, consumers with B.A. degree, employed consumers, the age of 30's, consumers from medium-income level of households were more likely to request product recall. Married consumers, unemployed consumers, the age of 40's were more likely to participate in product recall service from firms. Second, male and consumers with well-recognized about product recall had positive attitude toward product recall, consumers with B.A. degree, employed consumers, male, and consumers with well-recognized about product recall had high demand of product recall. In spite of strong request by employed consumers for product recall, willingness to take part in product recall service were low. Whereas consumers with high school educated had positive attitude for product recall, whose' level of request were low. Third, male, consumers with B.A. degree, employed consumers, consumers having highly awareness for safety, consumers with well-recognized about product recall, consumers who search information relating product recall actively, consumers having positive attitude toward product recall were more likely to take part in product recall service.