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지역이미지와 소재원산지 평가가 지역제품구입에 미치는 효과

The Effects of Place Image and Place-of-Parts Evaluations on Consumers’ Purchase Intentions of the Regional Products

이형탁|김해룡
한국소비자학회 (Korean Society Of Consumer Studies)|2011.06|소비자학연구 (Journal of Consumer Studies)|제22권 제2호|pp. 203-225

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참고문헌

키워드

지각된 가치perceived valueregional products지역이미지지각된 위험perceived riskpurchase intentionsplace image소재원산지평가지역제품구입의사place-of-parts evaluations(POP evaluations)
주제분류경제학

초록

최근 지역원산지효과와 관련된 연구들이 늘고 있다. 본 연구는 국내 사과산지에서 생산되는 와인에 대한 소비자들의 구입의사를 소재원산지평가 관점에서 살펴보고 있다. 본 연구는 지역이미지를 소재원산지평가의 선행변수로제시하면서 지역이미지가 구입의사에 미치는 직ㆍ간접효과를 살폈다. 또한 소재원산지평가가 구입의사에 미치는 영향력을 지각된 가치와 지각된 위험의 매개과정으로 설명하였다. 연구결과 지역의 인지적이미지와 정서적이미지는 모두 해당지역의 소재원산지평가에 긍정적인 영향을 미치는 것으로 나타났다. 그러나 지역이미지가 구입의사에 미치는 직접효과는 입증되지 않았다. 한편 소재원산지평가는 와인의 구입의사에 직접적이고 긍정적인 영향을 미칠 뿐만 아니라, 와인에 대한 지각된 가치를 높이거나 지각된 위험을낮추는 과정을 통해서 간접적으로 구입의사에 영향을 미치는 것으로 나타났다. 이를 통해 지역브랜드와 제품생산과관련된 소재원산지 단서를 체계적으로 활용하는 전략이 해당 지역에서 제품을 생산하여 판매하는 기업들에게 유용한 마케팅전략이 될 수 있음을 알 수 있다.

Abstract

Several studies have shown that a product's country of origin(hereafter COO) can influence consumers' evaluations of the product. However, despite their importance, the studies of placeof-origin effects(hereafter POO) have remained largely neglected. Consider, though, that POO may be expected to have a large effect on product evaluation, it is unclear what process by which product evaluation is formed. The existing literature suggests that COO construct can be broadly understood and decomposed from a single measure to a multidimensional construct. For example, country-of-design(COD)and country-of-parts(COP) evaluations affect consumer perceptions of product quality. In the present research, we investigate the relationship among place image, POO evaluations, and consumers' purchase intentions of the regional product. Especially, we will consider the POO evaluations, giving a highlight on the place-of-parts(hereafter POP) for the regional product. To explain how POP evaluations create purchase intentions of the regional product, we suggest the role of both perceived value and perceived risk. Specifically, this study explains how both perceived value and perceived risk can mediate the effects of POP evaluations on purchase intentions of the regional product(apple-wine). We also suggest that adding place image is needed to consider different effects on purchase intentions. The present study considers place image as an antecedent of consumers' POP evaluations. It also considers the direct relationship between place image and purchase intentions of the regional product. To test the hypotheses, we took a survey with 245 adult consumers. Apple-wine was selected for the study because wine consumers are highly influenced by wine attributes such as brand and producers. POO information also could be one of the most important factors influencing wine consumption. We established the following hypotheses. H 1.1: Consumers' cognitive associations for the place(place image) have a positive relationship with POP evaluations. H 1.2: Consumers' affective associations for the place(place image) have a positive relationship with POP evaluations. H 2.1: Consumers' cognitive associations for the place(place image) have a positive relationship with purchase intentions of the regional product. H 2.1: Consumers' affective associations for the place(place image) have a positive relationship with purchase intentions of the regional product. H 3.1: Consumers' POP evaluations have a positive relationship with perceived value of the regional product. H 3.2: Consumers' perceived value has a positive relationship with purchase intentions of the regional product. H 3.3: Consumers' POP evaluations have a negative relationship with perceived risk of the regional product. H 3.4: Consumers' perceived risk has a negative relationship with purchase intentions of the regional product. H 4: Consumers' POP evaluations have a positive relationship with purchase intentions of the regional product. The results of measurement model indicate that the across construct confirmatory factor analysis provided an acceptable fit to the data. We tested the proposed conceptual model using structural equation modeling. The results also indicate that the data fit our conceptual model acceptably. The results show that both cognitive and affective place image have influence on POP evaluations in the positive direction. However, place image has no direct effect on purchase intentions. Meanwhile, POP evaluations can also have a positive direct influence on purchase intentions. This study also found that POP evaluations increase purchase intentions, mediated by customers' perceived value and perceived risk. Perceived risk also has a negative relations with perceived value. This study extends the existing research stream on place marketing. Based on the COO related theories, the present study confirms that POP can be a key factor in terms of building consumers' positive attitude for the regional products. This study also offers insight in to understanding of marketing strategy for the regional products. Specifically, results provide support for the contention that the application of place image and product-related origin informations is an effective way to increase the regional product's marketing performance.

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