[논문]인지가치와 계획행위 이론에 기초한 인삼제품 구매의지 연구

백수나; 정기영; 김형호

doi:10.15207/jkcs.2019.10.12.035

초록
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본 연구의 목적은 인식가치 차원의 계획행동에 대한 이론적 확대모형을 바탕으로 길림성 특산품 중 하나인 인삼제품에 대한 소비자의 구매의도에 미치는 영향요인을 실증 분석하고, 소비자들의 인삼제품 구매행태를 보다 정확하게 파악하는 것이다. 본 연구에서는 길림성 거주 인삼제품 소비자를 대상으로 설문 조사를 실시하였고, 유효 응답 360개의 샘플을 SPSS 23.0을 이용하여 통계적 분석을 수행하였다. 분석결과 행동 태도, 주관적 규범, 인지된 행동 통제, 가격 가치, 감정 가치, 사회적 가치가 인삼 제품을 사려는 소비자들의 의도에 상당한 영향을 미치는 것으로 나타났으며, 인지된 가치의 영향은 계획된 행동 이론의 세 가지 요인보다 현저하게 작은 것으로 나타났다. 또한 기능적 가치는 소비자들의 인삼제품 구매 의도에 큰 영향을 미치지 않는 것으로 분석 되었다.

Abstract ▼ AI-Helper

The purpose of this study is to make an empirical analysis of the influencing factors of consumer purchase intention of ginseng products, one of the specialties of jilin province in china, on the basis of expanding the theoretical model of planned action at the level of perceived value, so as to bet...

The purpose of this study is to make an empirical analysis of the influencing factors of consumer purchase intention of ginseng products, one of the specialties of jilin province in china, on the basis of expanding the theoretical model of planned action at the level of perceived value, so as to better grasp consumer purchase behavior of ginseng products. In this study, a questionnaire survey was conducted among ginseng product consumers living in jilin, and 360 valid samples were statistically analyzed using SPSS 23.0.The analysis results show that behavioral attitude, subjective norms, cognitive behavior control, price value, emotional value and social value have considerable influence on consumers' intention to buy ginseng products, and the influence of perceived value is significantly greater than the three factors of planned action theory. Moreover, the functional value has little influence on consumers' intention to buy ginseng products.

주제어

표/그림 (3)

그림 Fig. 1. Theoretical model of purchase intention of ginseng products
표 Table 1. Results of exploratory factor analysis
표 Table 2. Results of regression analysis

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문제 정의

In this study, PBC of ginseng products was set to be the knowledge about ginseng, skills of using ginseng products, consumer payment ability and purchase of ginseng products. Therefore, the assumption is made that:
In this study, the SN for the purchase behavior of ginseng products is set to be that when consumers decide whether to purchase ginseng products, they are pressured by important others or groups such as whether they can get the support of families, friends, and colleagues. Therefore, the hypothesis is put forward:
The purpose of this study is to explore the consumer behavior of ginseng products. With the help of a more mature theoretical model of planning behavior, the variable of perceived value was added to analyze the role of different dimensions of behavioral attitude, subjective norms, perceived behavior control and perceived value in the purchase intention of ginseng products.

가설 설정

H1: AT have a significant positive effect on the purchase intention of ginseng products.
H1: The effect of AT on the BI of ginseng products is positive(F=150.061, p<.001, Adj. R2=.454).
H2: SN has a significant positive effect on the purchase intention of ginseng products.
H2: The effect of SN on the BI of ginseng products is positive ( F=83.927, p<.001, Adj. R2= .317).
H3: PBC has a significant positive effect on the purchase intention of ginseng products.
H3:The effect of PBC on the BI of ginseng products is positive(F=104.116, p<.001, Adj. R2= .366).
H4-1: Perceptual of emotional value has a significant positive effect on the purchase intention of ginseng products.
H4-2: Perceptual of social value has a significant positive effect on the purchase intention of ginseng products.
H4-3: Perceptual of price value has a significant positive effect on the purchase intention of ginseng products.
H4-4: Perception of functional value has a significant positive impact on the purchase intention of ginseng products.
H4: The influence data of consumer perceived value on BI of ginseng products are shown as follows: F=23.822(p<.001), Adj.
It indicates that perceived behavioral control has a significant positive impact on purchase intention. Hypothesis H3 is verified and the hypothesis is valid.

제안 방법

The extraction of the determination variables is based on the study of various factors. In order to test the rationality and credibility of the extracted variables, exploratory factor analysis and credibility analysis were carried out. As follows: Table 1.
In this study, multiple regression analysis and simple regression analysis were carried out to verify the effect of four factors: attitude, personal norm, perceptual behavior control and perceived value on consumer purchase intention of ginseng products. The results of the study are shown in table 2.
Many scholars have studied the consumption behavior of ginseng products from various aspects, but this study innovatively added the dimension of perceived value on the basis of the theory of planned behavior to explore consumers' shopping willingness to ginseng products.
This study builds an extended model based on the planning behavior theory model as shown in the fig. 1 below.
This study designed a questionnaire consisting of 36 question items based on assumptions. The questionnaire was measured using the Richter five-point scale.
The purpose of this study is to explore the consumer behavior of ginseng products. With the help of a more mature theoretical model of planning behavior, the variable of perceived value was added to analyze the role of different dimensions of behavioral attitude, subjective norms, perceived behavior control and perceived value in the purchase intention of ginseng products. Help businesses explain and predict consumer behavior.

대상 데이터

The survey questionnaire was distributed mainly in Yanbian, Tonghua, Ji'an, Baishan and other areas, which are main ginseng origins in Jilin Province.

이론/모형

In order to avoid multiple linearity in exploratory factor analysis, this study has used a right-angled rotation method called varimax to perform the main component analysis.
The theory of planning behavior has a mature precedent and reference in the study of consumer purchase behavior, and perceptual value also has a certain empirical research basis in predicting and explaining consumer purchase intentions. In order to predict and explain consumer consumption behavior of ginseng products more accurately, this study will use the above theory to put forward a hypothetical model.
This study designed a questionnaire consisting of 36 question items based on assumptions. The questionnaire was measured using the Richter five-point scale. In the planning behavior theory section, the design of the question references the measurement scale of Maloney, Ajzen, and French, Park & amp and Lessig et al.

참고문헌 (16)

M. R. Li. (2017). Comparative analysis of international competitiveness of Chinese and Korean ginseng industry. Doctoral thesis of jilin university.
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원문보기 상세보기
H. S. Chung, H. D. Hong, K. Kim, C. W. Cho, H. R. Moskowitz & S. Y. Lee. (2011). Consumer attitudes and expectations of ginseng food products assessed by focus groups and conjoint analysis. Journal of Sensory Studies, 26(5), 346-357. DOI : 10.1111/j.1745-459X.2011.00350.x

상세보기
N. H. Kim, I. O. Ahn, H. I. Choi & T. J. Yang. (2012). Est-ssr marker sets for practical authentication of all nine registered ginseng cultivars in korea. Journal of Ginseng Research, 36(3), 298. DOI : 10.5142/jgr.2012.36.3.298

원문보기 상세보기
Y. M. Hwang, J. Moon & S. Yoo. (2015). Developing A RFID-based Food Traceability System in Korea Ginseng Industry: Focused on the Business Process Reengineering. International Journal of Control & Automation, 8(4), 397-406.

상세보기
I. Ajzen. (1991). The theory of planned behavior. Organizational Behavior & Human Decision Processes, 50(2), 179-211. DOI : 10.1016/0749-5978(91)90020-T

상세보기
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X. M. Deng. (2012). A study on consumers' ethical purchase intention in the context of China - from the perspective of TPB. Nankai management review, (3), 22-32.
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S. Y. Hong & S. H. Cho. (2013). Explore to Use of Pod cast Through Theory of Planned Behavior : The Case of Korean Pod casting Users. Journal of Digital Convergence, 11(2), 183-191. DOI : http://www.earticle.net/Article/A195843

원문보기 상세보기
Albrecht & Karl. (1992). The Only Thing That Matters, Executive Excellence, 9 .
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V. A. Zeithaml & L. L. B. Parasuraman. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46. DOI : 10.2307/1251929

상세보기
J. Y. Kim & K. H. Chu. (2014). The Role of Perceived Value on the Continuance Intention in Mobile Social Network Service. Journal of Digital Convergence, 12(10), 211-222. DOI : http://www.earticle.net/Article/A233578

원문보기 상세보기
A. Kumar & D. B. Grisaffe. (2004). Effects of extrinsic attributes on perceived quality, customer value, and behavioral intentions in b2b settings: a comparison across goods and service industries. Journal of Business-to-Business Marketing, 11(4), 43-74. DOI : 10.1300/J033v11n04_03

상세보기
C. Sweeney & N. Soutar. (2001). Consumer Perceived Value : The Development of a Multiple Item Scale. Journal of Consumer Research, 77, 203-220. DOI : 10.1300/J033v11n04_03

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[국내논문] 인지가치와 계획행위 이론에 기초한 인삼제품 구매의지 연구
A Study on the Purchase Intention of Ginseng Products based on the theory of Perceived Value and TPB 원문보기

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[국내논문] 인지가치와 계획행위 이론에 기초한 인삼제품 구매의지 연구 A Study on the Purchase Intention of Ginseng Products based on the theory of Perceived Value and TPB 원문보기

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[국내논문] 인지가치와 계획행위 이론에 기초한 인삼제품 구매의지 연구
A Study on the Purchase Intention of Ginseng Products based on the theory of Perceived Value and TPB 원문보기

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