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The Relationship between Organic Products Familiarity, Perceived Value, and Purchase Intention : An Empirical Study KCI 등재

유기농 제품 친숙성, 인식된 가치 및 구매 의도 사이의 관계 : 경험적 연구

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한국유기농업학회지 (Korea Journal of Organic Agriculture)
한국유기농업학회 (Korea Association Of Organic Agriculture)
초록

Product familiarity is vital to assess the purchase intention of consumers. In this study, a conceptual model was proposed to investigate the relationship among organic products familiarity, perceived value (measured by quality, emotional, price and social dimensions), and the purchase intention of students. The model was empirically tested using questionnaire survey data collected from 235 university students. The results reveal that organic products familiarity is positively associated with quality, emotional value, price value and social value. On the other hand, emotional value, price value and social value is also positively associated with purchase intention whereas quality shows insignificant relationship with purchase intention. Overall, the result shows students have positive outlook about their intention to purchase organic products.

목차
Ⅰ. Introduction
 Ⅱ. Conceptual Framework and Hypothesis Development
 Ⅲ. Research Methodology
 Ⅳ. Results and Discussion
  1. Demographic profiles
  2. Measurement model
  3. Structural equation modeling and hypothesis testing
 Ⅴ. Conclusion
 References
저자
  • V. G. Girish(Assistant Professor, Department of Business Administration, Catholic University of Korea) | 기리쉬 Corresponding author