1. 국가이미지의 측정항목에 대한 요인분석 결과 국가이미 지를 가격이미지, 품질이미지, 환경이미지, 경제이미지, 사회이 미지 등의 다섯가지 요인으로 명명하였다. 측정 각 항목의 신 뢰도는 모두 0.6 이상으로 만족할 만한 수준으로 나타났다. 2. 국가이미지와 제품선호도 간의 영향관계를 알아보고자 다 중회귀분석을 실시하였다. 분석결과, 국가이미지의 하위요인 중 품질이미지만이 제품선호도에 통계적으로 유의미한 영향을 미치는 것으로 나타났다. 3. 국가이미지와 구매의도 간의 영향관계를 알아보고자 다 중회귀분석을 실시하였다. 분석결과, 국가이미지의 하위요인 중 품질이미지와 경제이미지가 구매의도에 통계적으로 유의미 한 영향을 미치는 것으로 나타났다. 4. 제품선호도와 구매의도간의 영향관계를 알아보고자 단순 회귀분석을 실시한 결과 제품선호도는 구매의도에 통계적으로 유의미한 영향을 미치는 것으로 나타났다.

Food safety accidents like the occurrence of domestic animal diseases create an air of anxiety in consumers and increase their concerns about animal welfare. This study investigated consumer awareness of animal welfare livestock and attempted to look into the impacts of consumer awareness on the consumption of livestock product. It analyzed whether there was any difference in considerations of purchasing livestock products depending on awareness of animal welfare and consumption intention using Levene's equal variance test and independent sample t-test, and in order to inquire into the influence relationship of their considerations in purchasing livestock on animal welfare livestock product consumption intention, a binary logistic regression analysis was carried out. As a result of the analysis of consumer awareness, consumers were little aware of animal welfare while they were very interested in animal welfare and had the intent to consume livestock products produced following animal welfare. As a result of the analysis of the difference depending on the awareness and consumption intention of animal welfare using independent sample t-test, it turned out that there was no difference in considerations in purchasing livestock products between people who were aware of animal welfare and those who were not. In the difference depending on consumption intention, people who had the intent to consume animal welfare livestock products cared more than those who did not. Likewise, people who had the intent to consume animal welfare livestock products cared about the place of purchase, price, freshness, taste and quality more than those who were not. As a result of the binary logistic regression analysis of the two factors of internal property and external property of consideration in livestock products, it turned out that internal property only had impacts on consumption intention. Thus, considering the consumers' consciousness that they would like to be provided with safe livestock products relevant to items such as safety and reliability among their considerations in purchasing livestock products, the government and livestock industry should establish an appropriate marketing strategy for animal welfare livestock products