[논문]유기농 제품 친숙성, 인식된 가치 및 구매 의도 사이의 관계 : 경험적 연구

기리쉬

doi:10.11625/kjoa.2018.26.2.203

유기농 제품 친숙성, 인식된 가치 및 구매 의도 사이의 관계 : 경험적 연구
The Relationship between Organic Products Familiarity, Perceived Value, and Purchase Intention : An Empirical Study 원문보기

韓國有機農業學會誌 = Korean journal of organic agriculture, v.26 no.2, 2018년, pp.203 - 216

기리쉬 (Department of Business Administration, Catholic University of Korea)

Abstract ▼ AI-Helper

Product familiarity is vital to assess the purchase intention of consumers. In this study, a conceptual model was proposed to investigate the relationship among organic products familiarity, perceived value (measured by quality, emotional, price and social dimensions), and the purchase intention of students. The model was empirically tested using questionnaire survey data collected from 235 university students. The results reveal that organic products familiarity is positively associated with quality, emotional value, price value and social value. On the other hand, emotional value, price value and social value is also positively associated with purchase intention whereas quality shows insignificant relationship with purchase intention. Overall, the result shows students have positive outlook about their intention to purchase organic products.

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문제 정의

Prior research supports the link between positive effect of organic product identification and purchase behavior (Bartels and Reinders, 2016). However this study addresses exploring the mediating influence of perceived value related to purchase intension. This study also helps to understand the purchase behavior of organic products especially among young generation, as the sample of our study were students.
, 2017) and product labeling (Jannsen and Hamm, 2012) of organic products. However this study focuses on understanding the purchase intention of consumers, associated with organic products. Organic products familiarity is very important to assess the perceived value and purchase intention of consumers.
The findings of this study confirm organic products familiarity is very important and plays an important role in assessing its perceived value that leads to the purchase intention of consumers. Specifically, this study focused on assessing the familiarity of organic products among young people. The results reveal that young people are aware about organic products and they are willing to purchase organic products in the future.
The current study assesses the relationship between organic products familiarity, perceived value and purchase intention of organic products. The findings of this study confirm organic products familiarity is very important and plays an important role in assessing its perceived value that leads to the purchase intention of consumers. Specifically, this study focused on assessing the familiarity of organic products among young people.

가설 설정

H1: Organic products familiarity is positively associated with quality.
H2: Organic products familiarity is positively associated with emotional value.
H3: Organic products familiarity is positively associated with price value.
H4: Organic products familiarity is positively associated with social value.
H5: Quality is positively associated with purchase intention.
H6: Emotional value is positively with purchase intension.
H7: Price value is positively with purchase intension.
H8: Social value is positively with purchase intension.

제안 방법

The model fitness of the conceptual model to the empirical data was assessed by chi-square (χ2) statistics, the goodness-of-fit index (GFI), the adjusted goodness-of-fit-index (AGFI), the normed fit index (NFI), the comparative fit index (CFI), and the root mean square of approximation (RMSEA).

대상 데이터

The purpose of research was explained by the researcher before the beginning of the survey and the students were assured that the information collected from them will not be used other than this research purpose. A total of 280 questionnaires were distributed and 235 questionnaires were used for analysis excluding the incomplete questionnaire.
To determine the content validity, two academicians were consulted and as per their suggestions, minor modification in the wordings of the questionnaire items was done. After that, a pilot study was conducted among twenty five students. The pilot study results confirmed the scale reliability and internal consistency of the items by a high Cronbach’s alpha value.
The survey was conducted among university students. Researcher’s students and his colleagues’ students participated in the survey.

이론/모형

SPSS 24 and AMOS 23 module softwares were used to analyze the empirical data. The measurement model was evaluated by using CFA (Table 2). The Cronbach’s α value of all the factors were above 0.

성능/효과

First, the result of this empirical study shows that organic products familiarity positively affects perceived value that was measured under four different dimensions such as quality, emotional value, price value and social value. The perceived values of the respondents were dominated primarily by emotional value followed by social value, price value and quality with respect to organic products familiarity.

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