Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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A Study of Consumer Purchase Decision and Determinants of Local Food in Anseong

안성 로컬푸드에 대한 소비자 구매의사 및 구매결정요인

  • Received : 2016.09.25
  • Accepted : 2016.11.20
  • Published : 2016.11.28
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Abstract

This study was conducted to provide basic information for future Anseong local food policy and local food activation by finding the key factor determining consumer purchasing for Anseong local food. First, we conducted a survey and derived consumer purchasing attributes for the local food. Logistic regression analysis was performed to find the main factors that determine the consumers' purchase intention for Anseong local food out of such seven attributes as 'excellent quality', 'safety', 'good for health', 'activation of local economy', 'low price', 'accessibility', 'variety of items'. The results showed that the most influencing attributes on consumers' purchase decisions for Anseong local food were 'excellent quality' and 'low price' followed by 'accessibility' and 'activation of local economy'.

본 연구는 안성 로컬푸드에 대한 소비자 구매를 결정짓는 주요 요인을 발굴함으로써 향후 안성지역 푸드정책 수립 및 안성 로컬푸드 활성화를 위한 기초정보를 제공하고자 수행되었다. 먼저 안성 로컬푸드를 이용해 본 경험이 있고 안성에 거주하고 있는 20세 이상 여성을 대상으로 설문조사를 실시하여 로컬푸드에 대한 소비자 구매유발 속성을 도출하였다. 도출된 7가지 속성 "우수한 품질", "안전성", "건강에 좋음", "지역경제활성화", "저렴한 가격", "접근성", "다양한 품목" 중에 안성 로컬푸드 소비자 구매의향을 결정짓는 주요 요인을 찾아내고자 로지스틱회귀분석을 수행하였다. 분석결과 안성 로컬푸드에 대한 소비자 구매결정에 가장 영향을 주는 속성은 "우수한 품질"과 "저렴한 가격"이었으며, 그 다음으로 "접근성"과 "지역경제활성화"인 것으로 조사되었다.

Keywords

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