Journal of Korean Society of Rural Planning (농촌계획)

Korean Society of Rural Planning (한국농촌계획학회)
권호 표지
DOI QR코드

DOI QR Code

An Analysis of Consumer's Satisfaction about Korean Traditional Soybean Paste Products - Focusing on Deajeon's Consumers -

전통장류에 대한 소비자 만족도 분석 - 대전소비자를 대상으로 -

  • Kim, Jong-Hwa (Dept. Public Administration & Welfare, Chungnam Institute)
  • 김종화 (충남연구원 행정복지연구부)
  • Received : 2017.03.31
  • Accepted : 2017.08.17
  • Published : 2017.08.30
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this paper is to estimate consumer's satisfaction by purchasing farmer's processed food. So, this paper surveyed consumers which have purchased Korean traditional soybean paste products, by reason of limiting research objects among lots of farmer's processed food. A survey of 220 consumers was carried out on September and October 2016. For this matters, this paper used multiple linear regression model(included LOG-LIN model) and, set up 1 dependent and 11 independent variables. As the analysis results, we could find out that consumer's satisfaction was affected by 6 variables(price, taste, ease of cooking, confidence of product information, social awareness and perceived 6th industrialization). Among these variables, the strongest variable was "social awareness", and the second was "perceived 6th industrialization". This paper also estimated the rate of change that a dependent variable was affected by independent variables. As the results, this paper found out that "perceived 6th industrialization" had the highest rate of change(5.8%) and the second was "social awareness"(5.6%). This paper proposed 7 implications of Korean traditional soybean paste. Those were the proper price policy and quality value's promotion, quality Improvement and confidence enhancement, development of products for consumer's convenience, enhancement of social awareness, enhancement of politic management about 6th industrialization and accessibility of purchasing information.

Keywords

References

  1. Ajzen, I., 1985, From intention to action: A theory of planned behaviour, in J. Kuhl & J. Beckmann(Eds), Action Control from Cognition to Behavior, Heidelberg: Springer.
  2. Ajzen, I., and M. Fishbein., 1980, Understanding Attitudes and Predicting Social Behavior, Englewood Cliffs, NJ, Prentice Hall.
  3. Cho, W. J., 1995, International Competitiveness of Intermediate Agricultural Products When Processed Products are Differentiated, The Korean Journal of Agricultural Economics 36(1); 1015-1030.
  4. Chungnam Agricultural and Fisheries 6th Industrialization Center, 2016, working data.
  5. Davis, Fred D., 1989, Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology, MIS Quarterly 13(3); 319-339. https://doi.org/10.2307/249008
  6. Han, B. R. and Han. B. J., 1995. The Method of Making Traditional Miso by the eldest son family's Mother, Dungji.
  7. Jarvenpaa, S. L., N. Tractinsky & M. Vitale., 2000, Consumer Trust in an Internet store, Information Technology and Management, 1(1-2); 45-71. https://doi.org/10.1023/A:1019104520776
  8. Jeong, E, M., 2010, Municipal Statute on Small-Scale Food Processing by Farmers, Korea Rural Economics Institute.
  9. Jeong, S. H., 2016, Structural Equation Model using STATA, Hannarae.
  10. Jun, E. C., 2003, The Analysis of SEM on the Relationship of Trust and Buying in Agricultural Products Internet Shopping Malls, Journal of Industrial Economics and Business 16(4); 287-306.
  11. Kotler, P., 2000, Marketing Management, Millennium(10th) Edition, Prentice Hall.
  12. Kim, C. S., Park, J. H., Park, W. S. and Lim, J. H., 2003, An Insolvency Factor Analysis and Business Improvement Counterplan against Agricultural Products in Gyeongbuk's rural, Journal of Rural Development 26(3); 97-117.
  13. Kim, E. H., 2002, A Study of On-Line Fashion Shopping Malls Consumer's Purchasing Motivation and Satisfaction : Focusing on women's clothes, Master thesis of Dongkuk University.
  14. Kim, H. and Heo, S. W., 1997, A Case Study on Management Situation of Processing Factories for Organic Farming Products, Korea Journal of Organic Agriculture 6(1); 11-23.
  15. Korea Agency of Education, Promotion and Information Service in Food, Agriculture, Forestry and Fisheries, 'http://www.6차산업.com'.
  16. Lee, C. W., 1997, The Production and Marketing System : Agricultural Products Processing Industry with Farm Households, Geography research 17; 80-94.
  17. Lee, S. R., 1997, The Korea's Fermented food, Ewha Womans University Press.
  18. Lee. J. W., 2009, Econometrics 2 Edition. Pakyoungsa.
  19. Min, I. S., and Choi, P. S., 2012, Statistics and Regression Analysis using STATA. The Korean Association of STATA.
  20. Moon, C. R., Kim, J. W. and Shin, D. H., 2003, Survey on Manufacturing status of Traditional Fermented Soybean Product at Jeongeup Region, Bulletin of the Agricutural College, Chonbuk National University 34; 62-70.
  21. Moon, J. H., Kim M. R., Hwang S. Y. and Cho, J. P., 2015, Purchase Uncertainty Mitigation through Taste Visualization Method, Journal of Foodservice Management Society of Korea 18(1); 7-30.
  22. Nakamura, M., 2001, Personal Behavior Model of Using Information System : A Study on TAM(Technology Acceptance Model), Chukyo Economics Research 10(2); 51-77.
  23. Um, S. J and Kim, S. H., 2011, A Study of Export Improvement of Agri-Food related industry, Ministry for Food, Agriculture, Forestry and Fisheries.
  24. Yoon, S. W., 1992. Review about Participation Probability of Agricultural Process Part at Farmer Level, Korean journal of food marketing economics 9(1); 131-151.
  25. Yoon, B. S., 2008, Some Alternative Suggestions to the Revitalization of Local Food Processing, Journal of Industrial Economics and Business 21(2); 501-522.