The purpose of this study is to analyze Chinese consumers’ preferences for seafood distribution channels using conjoint analysis. The survey for this study was conducted on 600 Chinese consumers in their 20s to 60s. The conjoint analysis showed that consumers prioritize the type of distribution channel(offline, online, omni-channel) when choosing seafood distribution channels, and that they also value delivery time and price attributes. This can be seen as a result of Chinese consumers focusing on extrinsic cues such as the spatial location of purchase, price, and the delivery time required to receive the final purchased product rather than focusing on specific factors when choosing a place to purchase seafood. In the future, it is expected that the Chinese seafood distribution channel will be dominated by platforms that provide a complex experience, short delivery times, and low prices to be chosen by consumers. Now, seafood distribution channels are expected to continue to develop into complex distribution channels that can provide consumers with new experiences and high satisfaction by complexly implementing new functions.

Abstract
I. 서 론
Ⅱ. 선행연구
Ⅲ. 연구 설계
    1. 연구분석 방법
    2. 연구설계
Ⅳ. 실증 분석
    1. 응답자 특성
    2. 컨조인트 분석 결과
    3. 시뮬레이션 분석 결과
Ⅴ. 결 론
REFERENCES

• JIN ZHIHUI(국립부경대학교 일반대학원 해양수산경영학과 대학원생)
• 김지웅(국립부경대학교 수산과학대학 해양수산경영경제학부 교수) | Ji-Ung Kim (Professor, Division of Marine & Fisheries Business and Economics, College of Fisheries Sciences, Pukyong National University, Busan, 48513, Rep. of Korea) Corresponding author