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Enhancing social awareness of biodegradable fishing gears through technology marketing

생분해성 어구의 기술마케팅을 통한 사회적 인지도 제고 방안에 관한 연구

  • Received : 2011.03.08
  • Accepted : 2011.05.17
  • Published : 2011.05.31

Abstract

The main purpose of this study is to understand the marketing approaches and strategies that are used to disseminating biodegradable fishing gears and distinguish the cognition and the non-cognition group's attitudes on the product. We used a technology acceptance model for analyzing product attributes and its impacts on fishers' purchase. The result of this research shows that 'perceived usefulness and easiness of use' have positive effect on 'purchase intention,' and then give impacts on 'purchase intention' for the entire respondents. For the cognitive respondents these factors have influence on 'attitude' but they do not affect 'purchase decision.' However, 'perceived usefulness and easiness of use' have much positive impact on 'purchase intention.' In the non-cognition group, the 'perceived intention' and 'company and country of manufacturers' have direct positive effect on 'purchase intention' through 'attitude' and also 'on 'purchase intention.' This research provides some meaningful policy implications on further development and technology marketing of biodegradable fishing gears.

Keywords

Biodegradable fishing net;Technology marketing;Purchase intention and cognitive intention

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Acknowledgement

Grant : 생분해성 수산자재 응용 기술개발과 생분해성 어구 효과분석 및 관리

Supported by : 국립수산과학원