논문 상세보기
pp.49-55
Nanotechnology has been growing constantly and it is becoming the leading technology in scientific research and development. Although nanotechnology has important applications in broad variety of fields without boundary of any particular industrial area, the study of nanotechnology related to its commercialization has been conducted in a few ways. To put that figure in context, this study investigates public and expert perceptions about negative potentials of nanotechnology. Through a series of surveys with public (N = 541) and experts (N = 62), we analyzed about public willingness to pay for nano-applied products. Survey results showed that public and experts preferred nano-applied products in the order of electronics, cosmetics, and food and medicine. Experts express high payment intention to electronics rather than public intention. In addition, the survey results showed the purchasing intention of both public and expert group was affected by the attributes of nano-applied products in the order of risk fatality, risk chance, certification, and labeling. But experts put more importance in risk fatality than risk chance comparing to public. Through the case analysis of the effects of labeling and certification, we revealed either labeling or certification can induce both public and experts to buy the nano-applied products with high risk chance and low risk fatality. However, for the nano-applied product with high risk fatality and low risk chance, both labeling and certification are simultaneously required to make customers have positive purchasing intention. The result of this study could be utilized for the nanotechnology-based company to get the consumer behavior information about nano-based product and to establish their marketing strategy.
2. 선행연구
2.1 나노기술 관련 일반인 대상 인식조사
2.2 일반인과 전문가 인식비교
2.3 컨조인트 분석(Conjoint Analysis)
3. 분석 방법
4. 분석 결과
4.1 응답자 특성
4.2 인지수준의 차이
4.3 구매의도 분석
4.4 나노기술 적용제품 구매이유 분석
4.5 컨조인트 분석
5. 결 론
Acknowledgement
References
