한국생활과학회지 (Korean Journal of Human Ecology)

  • 제24권4호
  • /
  • Pages.513-529
  • /
  • 2015
  • /
  • 1226-0851(pISSN)
  • /
  • 2234-3768(eISSN)
한국생활과학회 (Korean Association of Human Ecology)
권호 표지
DOI QR코드

DOI QR Code

부정적 언론보도에 대한 베이커리 소비자의 심리적 위험지각과 브랜드태도 연구

A Research on the psychological risk recognition and Brand Attitude of Bakery Consumers on Negative Media Report

  • 정순화 (경기대학교 외식조리관리학과) ;
  • 한경수 (경기대학교 외식조리관리학과)
  • Jung, Soon Hwa (Department of Foodservice & Culinary management, Kyonggi University) ;
  • Han, kyung soo (Department of Foodservice & Culinary management, Kyonggi University)
  • 투고 : 2015.04.21
  • 심사 : 2015.07.05
  • 발행 : 2015.08.31
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

This study performed corroborative analysis by establishing hypothesis so as to corroboratively define the effect on brand attitude of psychological risk recognition in the case where consumers reading negative media news related to bakery recognize crisis communication on the basis of which point. According to corroborative analysis, the role of psychological crisis perception as parameter is confirmed in the causal relation between crisis communication recognition and brand attitude. Such result of study confirms that the positive change in crisis communication recognition reduces psychological risk perception to bakery products and such psychological risk perception eventually become factor which affects brand attitude over products. Such result of study suggests that when reading negative media news on bakery, the influence on consumer's evaluation of news on the basis of certain point and the influence on the formation of causal relation between psychological risk perception and brand attitude has scientific ground. In the aspect, the main result of this study is to find the clue that when comparing precedent study between crisis communication recognition and brand attitude, psychological risk perception is realized with brand attitude as media by verifying the parameter role of psychological risk perception.

키워드

참고문헌

  1. An, H. K. (2006). A Study of a mediator role of perceived risk at the relation between the recognition and behavioral intention of food additives. The Graduate School of Kyonggi University, Korea.
  2. Bae, E. Y., Lee, K. H., Lyu, E. S., & Her, E. S. (2007). Development of the Computer-assisted Nutrition Education Program of Eating-out Guidance for Teenagers. The Korean Society of Community Nutrition. 12(4), 462-476.
  3. Bosshart, D. (1997). Die Zukunft des Konsums the future of consumption, the 21st century market trends. Seoul thoughts wood, Seoul Korea, 95-97.
  4. Campbell, M. C., & Goodstein, R. C. (2001). The moderating effect of perceived, risk on consumers evaluations of product incongruity preference for the norm. Journal of Consumer Research, 28(3), 439-449. https://doi.org/10.1086/323731
  5. Coombs, W. T. (2004). Impact of past crises on current crisis communication: Insights From Situational Crisis Communication Theory. Journal of Business Communication, 41(3), 265-289. https://doi.org/10.1177/0021943604265607
  6. Cho, M. J., & Cho. J. Y. (2012). The Effects of the Product Perceived Risks on Consumer's Attitudes towards the Brand and Web site in Consumer lead Online Brand PR Community. The Korean Journal of Advertising, 23(1), 109-142.
  7. Choi, S. R. (2010). Risk Communication Revitalization by Analysis of Food Incidents. The Graduate School of Chosun University, Korea.
  8. Choi, K. W. (2011). Disturbing the customer enterprise, comfortable for business. LG Business lnsight, 32.
  9. Dyer, S. C., Miller, M. M., & Boone, J. (1991). Wire service coverage of the Exxon Valdez crisis: Comparison of news coverage and company press releases. Public relations review, 17(1), 27-36. https://doi.org/10.1016/0363-8111(91)90004-5
  10. Eastlick, M. A., & Feinberg, R. A. (1995). Differences in attitudes toward catalogue retailers of apparel among social/economic risk orientation groups. Clothing and Textiles Research Journal, 13(4), 220-226. https://doi.org/10.1177/0887302X9501300402
  11. Erdem, T., & Swait, J. (1998). Brand Equity as a signaling Phenomenon. Journal of Consumer Psychology, 7, 131-157. https://doi.org/10.1207/s15327663jcp0702_02
  12. Elliott, K. M. (2002). Understanding consumerto- consumer influence on the web. The Graduate School of Duke University, Korea.
  13. Eom, A. S., Kwon, S. H., Jeong, D. H., O, S. S., & Lee, H. O. (2003). Microbiological Quality Evaluation for Application of the HACCP System to the Bakery Products at Small Scale Bakeries. The Korean Society Of Food & Cookery Science, 19(4), 454-462.
  14. Frewer, L. J., & Shepherd, R. (1995). Genetic Engineering and Food: What Determines Consumer Acceptance? Birtish Food Journal, 97, 31-36. https://doi.org/10.1108/00070709510100118
  15. Forgas, J. P. (2000). Feeling and thinking : the role of affect in social cognition, Cambridge, UK : Cambridge University Press.
  16. J, Ledoux. (1996). The emotional brain: the mysterious underpinnings of emotional life, New York: Simon & Schuster.
  17. R. B. Zajonc. (1980). Feeling and thinking: Preferences need no inferences. American Psychologist, 35, 151-175. https://doi.org/10.1037/0003-066X.35.2.151
  18. Gronhaung, K., & Stone, R. N. (1995). Why Perceived Risk Failed to Achieve Middle-Range Theory Status: A Retrospective Research Note. Eurpean Advances in Consumer Research, 2, 412-417.
  19. Hyun, S. E., Park, S. Y., & Yoo, C. J. (2013). Evaluation of One's Own Brand and a Competitor in Response to Positive and Negative On-Line Messages: Confidence and Brand Evaluation Model. Journal of Product Research, 31(1), 93-108.
  20. Han, Y. K. (2006). A Study on the Effect of perceived risk and quality on an intention of purchasing travel product. The Graduate School of KyungHee University, Korea.
  21. Hong, Y. I. (2014). Exploration of Instructional Principles and Developing an Instructional Strategies for Attitude Formation and Change. The Graduate School of Seoul University, Korea.
  22. Howard, D. J., & Gengler, C. (2001). Emotional Contagion Effects on Product Attitudes. Journal of Consumer Research, 28(2), 189-201. https://doi.org/10.1086/322897
  23. Jasper, C. R., & Ouellette, S. J. (1994). Consumers perception of risk and the purchase of apparel from catalogs. Journal of Direct Marketing, 8(2), 23-36. https://doi.org/10.1002/dir.4000080205
  24. Jo, M. J., & Jo, J. Y. (2012). The Effects of the Product Perceived Risks on Consumer's Attitudes towards the Brand and Web site in Consumer lead Online Brand PR Community. The Korean Journal of Advertising, 23(1), 109-142.
  25. Kim, N. D., Jeon, M. Y., Lee, H. E., Lee, J. Y., & Kim, S. Y. (2012). Trends Korea 2012. The Future of the window. Seoul Korea.
  26. Kurtz, D. L., & Clow, K. E. (1998). Service Marketing. New York, NY.
  27. Kuttschreuter. (2006). Psychological determinants of reactions to food risk messages. Risk Analysis, 26(4), 1045-1057. https://doi.org/10.1111/j.1539-6924.2006.00799.x
  28. Kang, J. Y., & Cha, H. W. (2008). A Study on the effect of crisis communication and crisis responsibility on the change of the public relationship at a non-profit organization. Advertising Research, 81, 9-48.
  29. Lee, R. J. (2010). The Influence of Perceived Airline's Culture Marketing Activity on Brand Attitude and Perceived Risk. The Korean AcademicSociety of Hospitality Administration, 19(4), 115-132.
  30. Lee, G. H. (2007). Case Studies and Success Strategies for Developing Risk Communications. Safe Food, 2(2), 33-42.
  31. Lee, S. E. (2013). A Study on the Age-specific Choice Attributes and Satisfaction of Bakery Product Purchasers according to the Residence. The Graduate School of Uiduk University, Korea.
  32. Lee, K. J., & Han, Y. K. (2007). A study on the effect of perceived risk and quality on a traveller's behavior. Korea Tourism Research Association,. 21(1), 263-280.
  33. Lee, M. B. (2002). The effect of the situation awareness information on consumer attitude in Internet shopping mall. The Graduate School of Yonsei University, Korea.
  34. Lee, J. J., & Yoon, T. H. (2007). The Influence of Perceived Risk on Overall Satisfaction and Loyalty: Focused on the Customers at Family Restaurant in Seoul. Korea Tourism Research Association, 31(2), 205-222.
  35. Lee, J. K., Lee, Y. H., & Hong, J. H. (2013). A Study on the Effects of Franchises performance and Relationship Satisfaction with Franchisor on the Recontract Intention in Bakery Retail Industry. Korea Ditribution Association, 16(3), 19-30.
  36. Peters, H., Song, H. Y., & Kim, Y. J. (2005). Risk communication and risk acceptance in Seoul. Communication Books, Seoul Korea.
  37. Park, J. H. (1996). A study on the assessments of hotel services. The GraduateSchool of Dang-A University, Korea.
  38. Park, H. H. (2014). The Influence of Visual Merchandising Congruity Perception on Brand Attitude and Purchase Intention: Focusing on Mediation Effect of Perceived Risk. Fashion & Textile Research Journal, 16(2), 235-244. https://doi.org/10.5805/SFTI.2014.16.2.235
  39. Park, E. J. (2008). A study on the Effects of Brand Evidence of Customer in Tourist Hotel on Brand Verdict. The Graduate School of Dongguk University, Korea.
  40. Roselius, R. (1971). Consumer rankings of risk reduction methods. Journal of Marketing, 35(1), 56-61. https://doi.org/10.2307/1250565
  41. Ryu, S. H., Kim, S. O., & Seok, S. Y. (2011). Difference in Bakery Choice Attributes according to Consumers' Characteristics and Purchasing Behavior. The Journal of the Korean Society of Dietary Culture, 26(6), 673-681.
  42. Ryu, J. I. (2003). Research about the changes of consumer's purchasing behavior of fast-food after perceiving the dangerous factors through the media. The Graduate School of Sejong University, Korea.
  43. Shim, Y. J., & Kim, J. K. (2008). A Study on How Individual Value Affects to Attribute of Choice for Bakery. Korea Tourism Research Association, 22(4), 365-377.
  44. Sim, J. E. (2011). A Study the Effects of Dining out customet' Perceived Ri나 on Their Behavioral Attitudes and Purchase Intentions. The Graduate School of Kyonggi University, Korea.
  45. Sin, S. W. (2006). The Effect of the customer's shopping value for e-commerce and perception of the airline website influence to repurchase intention. The Graduate School of Sejong University, Korea.
  46. Shin, M. K., Joung, S. H. & Yuh, Y. K. (2004). Consumer's Perceived Risk and Information Search in Internet Shopping. Family and Environment Research, 42(9), 195-212.
  47. Song, K. S. (2009). A Study on the Effect of Risk Communication on Consumers' Psychological Response and Attitude in the Foodservice Industry. The Korean Journal of Culinary Research, 15(3), 324-343.
  48. Son, S. W. (2011). A study on apology strategies during crisis in Korean culture : a grounded theory approach. The Graduate School of Hanyang University, Korea.
  49. Shi, S. M. (2012). The Changes of Brand Attitude according to Crisis Communication Strategy. The Graduate School of Kyungpook University, Korea.
  50. Sung, J. Y., & Baek, J. H. (2014). The Study on Relationships among Entity Theory-Related Traits, Perceived Risk and Consumer Attitude towards Brand. Brand Design Association of Korea, 12(1), 111-121.
  51. Schiffman, L. G., & Kanuk, L. L. (1991). Consumer Behavior. Prentice-Hall, 134-141.
  52. Taylor, J. W. (1974). The Role of Risk in Consumer Behavior. Journal of Marketing, 38(4), 54-60. https://doi.org/10.2307/1250198
  53. Williams, J. G. (1999). The impact of employee preormance cues on guest loyalty, perceived value and service quality. The service Industries Journal, 19(3), 97-118. https://doi.org/10.1080/02642069900000032
  54. Woo, I. S. (2014). The Effect Property of the Bakery Selection and the Customer Satisfaction based on the Bakery Consumption Propensity in the Different Personal Values. The Graduate School of Kyungsung University, Korea.
  55. Yi, H. S., An, G. H., & Ha, Y. W. (2001). "Consumer Behavior". beopmunsa, Seoul, Korea.
  56. Yoo, J. S. (2001). A Study on Crisis Management according to the Types of Business. The Korean Journal of Journalism & Communication Studies, 45(3), 195-229.
  57. Yoon, K., & Suh, S. H. (2003). The Influence of Corporate Advertising and Social Responsibility Activities on Corporate Image and Brand Attitudes. Advertising Research, 61, 47-72.
  58. Yeung, R. M., & Yee, W. M. (2005). Food Safety: Buildng Consumer Trust in Livestock Farmers for Potential Purchase Behaviour. British Food Journal, 107, 841-854. https://doi.org/10.1108/00070700510629788
  59. Yoo, H. J., Yun, M. J., & Oh, Y. H. (2009), The Effects on Consumer's Purchase Behavior of Foods by Consumer Ombudsman Program. Korea Review of Crisis & Emergency Management, 5(2), 83-103.
  60. Yang, J. O. (2010). The influence of brand history appeared in brand stories of old fashion companies on consumer brand attitude. The Graduate School of Korea University, Korea.

피인용 문헌

  1. A Study on the Recognition for Food Caused by Broadcasting, through Big Data Analysis - Based on the incident of Giant Castella vol.9, pp.1, 2015, https://doi.org/10.14771/aim.9.1.4