Korean Journal of Organic Agriculture (한국유기농업학회지)

Korean Association of Organic Agriculture (한국유기농업학회)
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A Study on the Attribute Value of Instant Rice Using Hedonic Price Model

헤도닉 가격 모형을 이용한 즉석밥 속성가치에 대한 연구

  • 권순성 (강원대학교 농업자원경제학과) ;
  • 전혜빈 (강원대학교 농업자원경제학과) ;
  • 김정환 (한국농촌경제연구원) ;
  • 이지용 (강원대학교 농업자원경제학과)
  • Received : 2021.10.29
  • Accepted : 2022.04.14
  • Published : 2022.05.31
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Abstract

Rice has prevailed as a staple food in South Korea. Rice consumption has sharply shrunk nowadays. In the wake of COVID-19 Shock and the "untact" era, the instant rice market has significantly grown, and there is a possibility of solving the shrinking consumption of domestic rice. This study contributes to the development of rice consumption promotion strategies by examining the factors of purchasing instant rice based on the Hedonic Price Methodology. In particular, given the increase in online market, this study compares attribute values of product characteristics between online and offline markets. The empirical results show that calorie, brand, organic and functional products have positive effects on instant rice prices. The rate of carbohydrate, the PB and bundle attributes have negative effects on instant rice prices. The results also show that the magnitude of brand, bundle and PB attribute values are bigger in offline market while that of the number of multigrain attribute value is relatively bigger in online market. The organic attribute value is important regardless of marketing channels.

Keywords

References

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