농식품의 소비자 지향적 품질 측정: 척도 개발 및 시사점
Measuring the Customer-centric Quality in Agro-product: Development of the Scale with Implications
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본 연구는 소비자가 지각하는 농식품의 품질 요인을 밝히고, 그 측정 도구를 확인하기 위한 탐험적 성격의 연구이다. 농식품의 품질을 확보하는 것은 생산자는 물론 유통업체, 소비자, 나아가 국가적 의제로 등장하고 있으며, 그 중요성에 대한 인식이 확대되고 있음에도 불구하고 소비자가 지각하는 농식품 품질에 대한 마케팅적인 연구는 매우 희소하게 이루어져 왔다. 본 연구에서는 정성 및 정량 연구방법을 통하여 소비자가 지각하는 농식품의 품질은 크게 본성 품질, 유통 품질, 안전 품질, 이용 품질의 4개 요인으로 구성되어 있음을 밝히고, 각각의 품질 수준을 측정할 수 있는 척도를 개발하여 제시하였다. 또한 실증 분석을 통하여 척도의 전반적인 신뢰성과 타당성을 검증하였으며, 주요 5개 농식품을 대상으로 중회귀분석을 통하여 예측타당성을 검증하였다. 연구결과에 따르면 생산자가 지각하는 품질 요인과 소비자가 지각하는 품질 요인간에는 차이가 있으며, 소비자의 품질 지각은 생산 시점뿐만 아니라 구매 시점, 구매 후 시점에서도 발생함을 확인하였다. 본 연구 결과는 전반적인 농식품의 품질 수준을 제고하는 계기가 되는 한편 농업 분야에 본격적인 농업 마케팅 개념의 도입 필요성을 제기하였다는 점에서 그 주요한 의의를 찾을 수 있다.
Abstract
Assuring the quality of agro-product has become an increasing focus for consumers, producers, firms, government, and even for international trade. It is clear that quality issues have become more important features of agro-product studies. But until now, little empirical research has done for this area and even properly tested measurement scales are not developed yet. In this article, the authors discuss the importance of quality in agro-product and explain the related theory and previous studies. And then, the authors develop a new measurement scale to assess the degree of product quality between agro-product. The agro-product quality satisfaction index is new type of customer-centric performance measure for various agro-products. The focused interview, panel discussion pilot survey and nation-wide survey methodology used step by step to collect the empirical data. And reliability test, factor analysis, multiple regression are used to test reliability and validity. The multi-item scales show strong evidence of reliability as well as convergent, discriminate and predictive validity. Highlights of the findings include that (1) customer-centric quality definition is more important than other perspectives, (2) agro-product quality is consist of four different dimensions: intrinsic quality, distribution quality, safety quality, and usage quality, and (3) agro-product quality dimensions are positively and significantly associated with overall satisfaction level. The authors conclude with discussion of the implications for producers, suppliers, public policy makers, and marketing in general. Also suggestions for applying the measure in future research are proposed.
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