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사과 소비의 증가에 영향을 미치는 심리적 요인 분석 KCI 등재

Psychological Factors of Increase in Apple Consumption

  • 언어KOR
  • URLhttps://db.koreascholar.com/Article/Detail/254141
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韓國食生活文化學會誌 (한국식생활문화학회지)
한국식생활문화학회 (The Korean Society Of Food Culture)
초록

This study analyzed consumer attitude, habit strength, subjective norm, a pros evaluation, and intention to consume to estimate perceptible variables that affect apple consumption. Data were collected from 207 men and women through a selfadministrated questionnaire. A partial least squares regression was conducted as one of structural equation models to estimate and test hypotheses. The results showed that attitude, habit strength, and the pros evaluation affected the intention to consume apples, and that the intention increased apple consumption. The results also showed that some marketing strategies are needed to promote apple consumption and to make consumers change their intention, to develop habits for eating apples by changing their diets, and to impress upon them that apples are good for health. This can be interpreted as meaning that it is most important to understand consumer behavior, particularly consumer psychology, which is reflected in the recent trend of marketing that concentrates on meeting the consumer's needs rather than the producer's.

저자
  • 허무열 | Huh, Moo-Yul