우리 쌀의 양곡표시사항 정보전달 개선을 위한 방향 설정 연구

Abstract

Background: Rice comprises more than 64% of all grains consumed by Koreans as food. In Korea, self-sufficiency rate of rice has reached 86.1%(Hankyoreh, 2015) also as main energy source for nationwide. Thus, that Korean government enforce the grain information for improve grain qualities and to provide right informations for consumers. However over 54.5% of grain consumers does not read the grain information label according to survey. Which means present grain information label requires perceived ease of use. Methodology: Through the market research current grain labeling provides information primarily from the perspective of managers, rather than the one desired by consumers, and is not supported by adequate information conveyance system ensuring easy and correct understanding. To resolve such a problem, grain labeling were classified into important information, general information, and arbitrary information. The information, classified into those categories, was determined according to the perceived ease of use, i.e., the extent of efficiency and usefulness of grain labeling, based on TAM(Technology Acceptance Model) theory of Davis(1989), so that the information could be understood with greater ease and precision by consumers. Based on that, the criteria for grain labeling were presented. Results: The perceived ease of use was divided into perceivable and understandable methods. The perceived usefulness was divided further into operable and robust methods. Based on that, we presented specific criteria and basic course for develope designs for each item of labeling information which would be necessary for improvement in the conveyance of grain labeling. Conclusion: The purpose of this study was to lay foundation for conveyance of grain labeling information to ensure easy understanding and usefulness by compiling the grain labeling information required by consumers. Through that, the results of this study would help lay groundwork for positive awareness of consumers towards rice and form a desirable rice culture so as to promote an increase in domestic rice consumption.