Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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Ethnocentrism and Taiwanese Consumer's Preference and Consumption Behaviors on Dried Persimmon

자민족중심주의에 따른 대만소비자의 곶감선호도와 소비행태 분석

  • You, So-Ye (Department of Business Administration, Chonbuk National University) ;
  • Park, Myung-Eun (Research Cooperation Foundation, Yeungnam University) ;
  • Park, Jaehong (Department of Food Economics and Service, Yeungnam University)
  • 유소이 (전북대학교 경영학부) ;
  • 박명은 (영남대학교 산학협력단) ;
  • 박재홍 (영남대학교 식품경제외식학과)
  • Received : 2017.09.27
  • Accepted : 2017.11.03
  • Published : 2017.11.30
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Abstract

In recent years, there has been a growing need for measuring consumer demand in overseas markets in order to increase the sales of Korean dried persimmons. The country of origin of products is associated with consumer ethnocentrism and has become one of the important factors for explaining consumer demand in overseas markets. The purpose of this study was to analyze the Taiwanese consumers' preferences and consumption behaviors concerning dried persimmon based on ethnocentrism. Results found no significant differences in the consumer awareness of imported dried persimmons according to the level of ethnocentrism. The perception and preference of Korean dried persimmons were statistically significant in terms of satisfaction, taste, color, safety, packaging, and hardness by level of ethnocentrism. The factors affecting Taiwanese consumer's preference of Korean dried persimmon were found to be the satisfaction of Korean dried persimmon. Age was the most influential factor in the purchase experience of Korean dried persimmon. This implies that it would be necessary to increase consumer awareness of Korean dried persimmons by targeting the segmented market and promoting marketing strategy in the Taiwan market for securing sales channels and generating profit.

최근 들어 한국산 곶감 수출활성화와 해외 판매량 증대를 위하여 해외 시장에서의 소비자 수요를 측정하고 분석할 필요성이 증가하고 있다. 특히 제품의 원산지와 연관된 소비자의 자민족중심주의는 해외 시장에서의 소비자 수요를 설명하는데 있어서 중요한 요인들 중 하나가 되고 있다. 이 연구의 목적은 자민족중심주의를 기반으로 하여 곶감에 대한 대만소비자의 선호도와 소비행태를 분석하는 것이었다. 분석결과에 따르면, 수입곶감에 대한 소비자 인식은 소비자 자민족중심주의의 수준에 따른 차이가 크지 않은 것으로 나타났다. 한국산 곶감에 대한 인식과 선호도는 자민족중심주의의 수준에 따라 만족도, 맛, 색깔, 안전, 포장, 경도 측면에서 통계적으로 유의한 차이를 보였다. 로짓분석 결과 대만소비자의 한국산 곶감에 대한 선호도에 영향을 미치는 요인은 한국산 곶감에 대한 만족도로 나타났고, 한국산 곶감의 구매 경험에는 연령이 가장 영향력이 큰 요인으로 나타났다. 이에 따라 앞으로 대만 시장에서 판로 확보와 수익창출을 위해서는 세분화된 시장을 목표로 하여 마케팅 전략을 점진적으로 추진함으로써 한국산 곶감에 대한 소비자 인지도를 높일 필요가 있을 것이다.

Keywords

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