한국식생활문화학회지 (Journal of the Korean Society of Food Culture)

  • 제26권1호
  • /
  • Pages.80-85
  • /
  • 2011
  • /
  • 1225-7060(pISSN)
  • /
  • 2288-7148(eISSN)
한국식생활문화학회 (Korean Society of Food Culture)
권호 표지
DOI QR코드

DOI QR Code

사과 소비의 증가에 영향을 미치는 심리적 요인 분석

Psychological Factors of Increase in Apple Consumption

  • 허무열 (국립공주대학교 산업유통학과)
  • Huh, Moo-Yul (Department of Marketing Channel Management, Kongju National University)
  • 투고 : 2010.11.19
  • 심사 : 2011.02.09
  • 발행 : 2011.02.28
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

This study analyzed consumer attitude, habit strength, subjective norm, a pros evaluation, and intention to consume to estimate perceptible variables that affect apple consumption. Data were collected from 207 men and women through a selfadministrated questionnaire. A partial least squares regression was conducted as one of structural equation models to estimate and test hypotheses. The results showed that attitude, habit strength, and the pros evaluation affected the intention to consume apples, and that the intention increased apple consumption. The results also showed that some marketing strategies are needed to promote apple consumption and to make consumers change their intention, to develop habits for eating apples by changing their diets, and to impress upon them that apples are good for health. This can be interpreted as meaning that it is most important to understand consumer behavior, particularly consumer psychology, which is reflected in the recent trend of marketing that concentrates on meeting the consumer's needs rather than the producer's.

키워드

참고문헌

  1. Ajzen I. 1985. From intention to actions: A theory of planned behaviour, in J. Kuhl & I. Beckmann (Eds), Action Control from Cognition to Behavior. Heidelberg: Springer, 11-39
  2. Ajzen I. 1988. Attitudes, personality and behaviour, Buckingham: Open University Press
  3. Ajzen I. 1991. The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50:179-211 https://doi.org/10.1016/0749-5978(91)90020-T
  4. Bogers RP, Van Assema P, Brug J. 2007. Psychosocial predictors of increases in fruit and vegetable consumption. American Journal of Health Behavior, 31(2):135-145 https://doi.org/10.5993/AJHB.31.2.3
  5. Booth SL, Sallis JF, Ritenbaugh C. 2001. Environmental and societal factors affect food choice and physical activity: rationale, influences, and leverage points. Nutr Rev, 59:S21-S65
  6. Brug J, de Vet E, Wind M, de Nooijer J, Verplanken B. 2006. Predicting fruit consumption: Cognitions, intention, and habits. J. Nutrition Education and Behavior, 38(2):73-81 https://doi.org/10.1016/j.jneb.2005.11.027
  7. Chen MF. 2007. Consumer attitudes and purchase intentions in relation to organic food in Taiwan: Moderating effects of food-related personality traits. Food Quality and Preference, 18:1008-1021 https://doi.org/10.1016/j.foodqual.2007.04.004
  8. Chin WW. 1998. The Partial Least Squares Approach to Structural Equation Modeling in Marcoulides, G.A. (Eds). Modern Methods for Business Research. Lawrence Erlbaun Associates. NJ, 295-336
  9. Conner M, Abraham C. 2001. Conscientiousness and the theory of planned behavior: Toward a more complete model of the antecedents of intentions and behavior. Personality and Social Psychology Bulletin, 27(11):1547-1561 https://doi.org/10.1177/01461672012711014
  10. Eertmans A, Victoir A, Vansant G, Van den Bergh O. 2005. Food related personality traits, food choice motives and food intake: Mediator and moderator relationships. Food Quality and Preference, 16:714-726 https://doi.org/10.1016/j.foodqual.2005.04.007
  11. Falk RF, Miller NB. 1992. A primer for soft modeling. University of Akron Press. Akron, Ohio
  12. Gefen D, Straub D. 2005. A practical guide to factorial validity using PLS-GRAPH: Tutorial and annotated example. Communication of the Association for Information Systems, 16:91-109
  13. Glanz K, Basil M, Maibach E. 1998. Why Americans eat what they do: taste, nutrition, cost, convenience, and weight control concerns as influences on food consumption. J. Am Diet Assoc. 98:1118-1126 https://doi.org/10.1016/S0002-8223(98)00260-0
  14. Kang JH, Jeong HJ. 2008. Measuring the factors mediating the effect of food involvement on fruit consumption. J. East Asian Soc Dietary Life, 18(2):172-180
  15. Kim KP, Kim YH, Park JH. 2004. An analysis on the change of consumer's fruit purchasing behavior. J. Rural Development, 27(4):55-66
  16. KREI. 2009. Report of Fruit Consumption, Korea Rural Economic Institute
  17. Lim CI, Lee JS, Choi JW, Choi JS. 2005. Analysis of buying behavior and preference to fruits in Korea. Kor. J. Hort. Sci. Technol, 23(3):351-355
  18. Nunnally JL. 1978. Psychometric Theory. 2d ed. New York: McGraw-Hill
  19. Park HR, Hahn DW. 2006. The integrated model to explain the behaviors of purchasing Luxury brands of Korean women. Korean J. Consumer and Advertising Psychology, 7(2):195-226
  20. Seo SH, Jang JH. 2007. Fruits preference of elementary children for fruits consumption promotion in school lunch program -Focus on apples and pears- Korean J. Food Culture, 22(2):225-234
  21. Song YE, Lee SB. 2009, Research on market segmentation of the organic agricultural products through conjoint analysis. Korean J. Hotel Administration, 18(1):257-274
  22. Tenenhaus M, Vinzi VE, Chatelin YM, Lauro C. 2005. PLS path modeling. Computational Statistics & Data Analysis, 48(1):159-205 https://doi.org/10.1016/j.csda.2004.03.005
  23. Vannoppen J, Verbeke W, Van Huylenbroeck G. 2002. Consumer value structures towards supermarket versus farm shop purchase of apples from integrated production in Belgium. British Food Journal, 104(10):828-844 https://doi.org/10.1108/00070700210448917
  24. Verplanken B, Orbell S. 2003. Self-reported habit: A self-report index of habit strength. J. Appl Soc Psychol, 33:1313-1330 https://doi.org/10.1111/j.1559-1816.2003.tb01951.x
  25. Velicer WF, DiClemente CC, Rossi JS, Prochaska JO. 1990. Relapse situations and self-efficacy: An integrative model. Addict Behav, 15:271-283 https://doi.org/10.1016/0306-4603(90)90070-E