순서화 로짓모형을 이용한 전복의 소비자 선호, 구매횟수, 소비의향 분석
Consumer Preference, Purchasing Frequency and Consumption Intention of Abalones: An Ordered Logit Analysis
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초록
This study aims to analyse the consumer preference, purcha- sing frequency and consumption intention of abalones which have been emerging aquaculture products recently in Korea. The survey data were obtained from 984 adults in whole country and the ordered logit analysis was conducted. The main results are as follows; the consumer preference is affected by age, sex, income level and occupation; the purchasing frequency is influenced by region, income level and occupation; the consumption intention of those who have never consumed abalones is related to sex, income level and occupation. Therefore in order to expand the consumption of abalones, it is necessary to lessen the burden of high price on consumers and to adopt the consumer-oriented marketing strategy considering the consumption characteristics due to region, sex and occupation.
Abstract
This study aims to analyse the consumer preference, purcha- sing frequency and consumption intention of abalones which have been emerging aquaculture products recently in Korea. The survey data were obtained from 984 adults in whole country and the ordered logit analysis was conducted. The main results are as follows; the consumer preference is affected by age, sex, income level and occupation; the purchasing frequency is influenced by region, income level and occupation; the consumption intention of those who have never consumed abalones is related to sex, income level and occupation. Therefore in order to expand the consumption of abalones, it is necessary to lessen the burden of high price on consumers and to adopt the consumer-oriented marketing strategy considering the consumption characteristics due to region, sex and occupation.
참고문헌 (11)
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