• Culinary science and hospitality research
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• v.15 no.4
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• pp.286-298
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• 2009

The purpose of this study is to determine potential associations among consumer preference for American beef, consumers' involvement in selection of desired beef, and their intentions to purchase beef. In order to meet the above purpose, this study surveyed the visitors who shopped at 2 big discount stores selected in each of 3 metropolitan cities(Seoul, Daejeon and Daegu) from July 11 to 13, 2008. Total 278 sheets of the questionnaire were collected and used for final data analysis. As a result, it was found that the consumers responded most sensitively to the safety of food when buying beef but didn't care much about the amount of fat and beef brand. In terms of imported beef, it was found that Australian beef was considered reliable by consumers, and their preference for Korean beef was positively correlated with that for Australian beef. In addition, in regard to the attributes of beef selection, it was found that low involvement group had higher intentions to purchase American beef than high involvement group. In order to determine the potential effects of consumers' involvement in the attributes of beef selection on their intentions to purchase American beef, this study conducted data analysis in control of consumer preference for American beef. As a result, it was found that consumers' involvement in the attributes of beef selection had significant effects on their intentions to buy American beef. And sex was found to be one of the demographic characteristics associated with involvement in the attributes of beef selection, particularly associated with low involvement. Depending on sex, it was found that women had lower preference for American beef than men.