Journal of the Korea Convergence Society (한국융합학회논문지)

Korea Convergence Society (한국융합학회)
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A Study on the Purchase Intention of Ginseng Products based on the theory of Perceived Value and TPB

인지가치와 계획행위 이론에 기초한 인삼제품 구매의지 연구

  • Bai, Xiu-Na (Faculty of Management, Jilin Engineering Normal University) ;
  • Jung, Gi-Young (Dept. of Business Management, Sehan University) ;
  • Kim, Hyung-Ho (Dept. of Air Transport and Logistics, Sehan University)
  • 백수나 (길림공정기술사범학원 공상관리학원) ;
  • 정기영 (세한대학교 경영학과) ;
  • 김형호 (세한대학교 항공교통물류학과)
  • Received : 2019.10.17
  • Accepted : 2019.12.20
  • Published : 2019.12.28
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Abstract

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.

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.

Keywords

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