In recent years, the e-commerce live streaming industry has emerged, and Chinese consumers‘ requirements for product quality, shopping experience and after-sales service have been constantly increasing. Therefore, for e-commerce enterprises, grasping consumers’ satisfaction with live streaming with goods is extremely important. In March 2024, this study conducted in-depth interviews with 20 interviewees in Wuxi City, constructed the main categories and contents of the live streaming with goods satisfaction scale assessment, designed the questionnaire based on this, and collected and retained 325 valid questionnaires through the Questionnaire Star platform from March 23 to 31 of the same year. Later, through empirical analysis, a satisfaction scale system for Chinese consumers‘ e-commerce live streaming covering 3 first-level indicators of anchor characteristics, live streaming interaction and live streaming environment, 5 second-level indicators and 29 items was constructed, filling the gap in related research. It provides a comprehensive evaluation tool for e-commerce enterprises to optimize products and services, formulate marketing strategies, improve the live streaming environment, and enhance the interactive experience, which is of great guiding significance. At the same time, it also provides useful guidance for Korean e-commerce enterprises to understand the needs of Chinese consumers, optimize live streaming content and interactive experience, and improve user retention and loyalty.

The wide application of digital media technology in fashion shows has become the epitome of the development and innovation of today's fashion industry, enabling designers to break through the constraints of time and space, changing the performance of today's fashion shows, and making them present unprecedented new features. With the development of information technology, the integration of emerging digital technology and the fashion industry is accelerating. So far, separate studies have been carried out in various academic fields on the combination of Metaverse and NFT, but the current status and nature of relevant research are still incomplete. Furthermore, the current research on virtual fashion shows and NFT in China's apparel industry is limited. The purpose of this study is to investigate the influence of digital fashion marketing stimulation on consumer brand attitudes using the stimulation-organ-response (SOR) framework model. By analyzing 77 cases of virtual fashion shows in China, this study obtained antecedent variables and designed a research model. An online sample of 300 Chinese Gen Z consumers was collected and analyzed using SPSS and FSQCA. This research hopes to provide valuable information for the sustainable development of China's fashion industry, and to help Chinese fashion brands confirm the future market development direction of Metaverse and NFT.

This research not only determined the preference of fashion brand distribution channels of active Korean and Chinese seniors who became major consumers in the fashion industry, but also analyzed the effect on these preferences and choices of distribution channels depending on personal consumption characteristics and differences between the two groups. Data was collected by a professional survey firm. SPSS 24.0 and AMOS 24.0 were used for empirical analysis, and frequency analysis, multiple response analysis, EFA, reliability analysis, CFA, SEM, and multiple-group comparison analysis were performed. As a result of multiple response analysis, the offline channel was revealed as the preferred fashion distribution channel for active Korean and Chinese seniors; the second most popular was the online channel. The results of multiple-group comparison analysis reveal differences between two groups in seeking emotional consumption via the offline channel; the effect was only evident for active Korean seniors. A difference in seeking emotional consumption via preference for online channel also existed, but only for active Chinese seniors. For these reasons, marketers targeting active Korean seniors will be effective to not only offer brand information by fashion display to let seniors understand the fashion brand, but also to have brand events to form positive emotions toward the fashion brand. Moreover, targeting active Chinese seniors will be necessary to transmit brand sensibility by utilizing metaverse marketing comprising various factors, so that consumers can enjoy the fashion brand.

The aim of this study was to provide data to enable the development of skateboarding pants. From the Chinese skateboard club SNS, 126 skateboarders in their 20s and 30s were chosen to participate in a survey. Data was gathered using a questionnaire from May 14 to May 28, 2021, and then analyzed using SPSS 23. The results concerning production were as follows: clothing sizes are generally divided into six stages: XS, S, M, L, XL, and 2XL. The silhouette is wide, and most pants have e-bands and normal hems. The pants are made from cotton-blend fabric, which is mostly moistureabsorbing and quick-drying. Baggy pants are preferred by skateboarders, with cotton being the most common fabric. The crotch, knees, and buttocks of pants are the least satisfying for skateboarders. When they skateboard, their ankles sustain the most injuries, followed by their knees and wrists. In the survey of consumers’ preferences for skateboarding pants, different styles were rated in the following order: straight pant silhouette, ribbed knit and string waistband design; full-rise waist height, string hemline design; and ankle-high pants length (fit), fabric and design. The hygroscopicity and ventilation of the fabric are crucial considerations when purchasing pants. In terms of color, chromatic and pastel colors are most popular. In addition, some people expect new fibers to be used and expect protective equipment and pants to be integrated.

This study was conducted to investigate the effect of relationship and service marketing on the brand interest and behaviors among Korean and Chinese active senior consumers and whether this effect differed between the two groups. A survey was conducted by having participants complete questionnaires administered by a research firm. For empirical analysis, frequency, EFA, CFA, SEM, the metric invariance test, and multiple-group comparison analysis were performed. The analysis results revealed that relationship marketing positively affected both brand interest and consumer behavior. Although service marketing positively affected brand interest, it did not have a significant effect on consumer behavior. In other words, brand interest positively affected consumer behavior through relationship and service marketing. Multiple-group comparison analysis demonstrated that no difference existed between Korean and Chinese active consumers in terms of how relationship marketing affected their brand interest, but a difference existed in how it affected their behavior. Service marketing had a greater influence on Chinese active senior consumers’ brand interest than on Korean active senior consumers. However no difference existed between the two groups with respect to how service marketing affected their behaviors. Finally, brand interest had a positive effect only on Korean active senior consumers’ behavior through relationship and service marketing, but not on Chinese active senior consumers. In conclusion, relationship and service marketing should be used to enhance the brand interest among Korean active senior consumers, and business activities should be planned by building relationships with Chinese active senior consumers to affect their behavior.

This study analyzed consumer needs for the development of elderly-friendly HMR products in China. In developing the products, items needed to be improved, types and packages of the necessary products, additional improvements and food preferences were investigated. According to the demographic characteristics of elderly Chinese consumers, these was analyzed as well. A survey was conducted on a total of 370 elderly people, and data analysis was performed using SPSS 18.0 program. Items related to product quality safety, such as “marks of origin by ingredient”, “rich nutrients”, “expansion of letter size of packaging”, “rich nutrients” and “clear manufacturing date and expiration date”, were required to develop HMR products. The types of products that should be developed were porridge and noodles, and the packaging types that should be developed were eco-friendly packaging and recycled packaging. In addition, “low-calorie HMR”, “development of various seasonings”, “use of eco-friendly food ingredients” and “HMR to digest easily” should be improved. The demand for product improvement and food preference showed significant differences according to the degree of education, monthly income and oral health. The results were intended to prepare basic data for setting the direction when developing elderlyfriendly HMR.

Based on the viewpoint of Chinese consumers' perceptions of Femvertising (advertising which portrays women), this study further clarifies the factors of Chinese consumers' perceptions of Femvertising and probes into their influence. Specifically the present study analyzed articles which are discussed on advertising cultures related women model and their social / home roles. Then we conducted survey questions based on the theoretical discussion, and the survey of 583 Chinese consumers showed that Chinese consumers had five factors on Femvertising: female subjectivity, social resistance, female orientation, female empowerment and social commerce. The notable results are that ‘Female subjectivity’, ‘female orientation’ and ‘social resistance’ have a positive and significant effect statistically on purchase intention on the advertising, while ‘social commerciality’ and ‘female empowerment’ have a significant and negative effect on it. These results will help not only scholars who study about advertising with feminine scopes, but also advertising field producers for making efficient advertisements. Further discussions on Femvertising are explained in the current article.

This study aimed to identify the effects of shopping environmental stimuli on Chinese consumers’ functional and symbolic value perceptions toward luxury lifestyle fashion stores. An enhanced S-O-R (stimulus-organism-response) model was used as the theoretical foundation. Significant relationships were identified between shopping environmental stimuli and the perceived values.

기술의 발전과 네트워크 성능 향상으로 웨어러블 디바이스는 ICT산업의 차세대 성장 동력으로 주목받고 있다. 중국은 웨어러블 디바이스 업계 후발주자이지만 매년 높은 성장률을 보이며 현재 세계 최대 규모로 성장하였다. 이에 본 연구는 FEA모델(Functional, Expressive, Aesthetic)을 적용하여 중국 소비자의 웨어러블 디바이스 채택요인을 확인하고자 한다. 더불어, 웨어러블 디바이스의 채택요인이 제품의 만족, 브랜드 충성도와 브랜드 내 다른 상품에 대한 구매의도에 미치는 영향에 관해 실증적으로 분석한다. 본 연구는 실증적 분석을 위하여 중국 내 소비자 208명을 대상으로 총 5일간 온라인 설문조사를 통해 자료를 수집하였다. 분석 결과, 웨어러블 디바이스의 호환성, 유희적 동기, 하위문화적 매력요인이 채택요인으로 확인되고 웨어러블 디바이스에 대한 만족은 해당 브랜드의 충성도에 긍정적인 영향을 미치는 것으로 나타났다. 본 연구의 결과는 웨어러블 디바이스에 대한 중국 소비자의 인식과 평가를 이해하는데 학문적 시사점을 제공하고 나아가 효과적인 커뮤니케이션 전략 수립에 실무적 통찰을 제공한다.

Many countries have been reducing trade barriers to enhance movements of products across borders. This moderation of trade policies combined with the enormous growth in cross-border e-commerce has provided consumers with more foreign product choices than ever before. Accordingly, the attitudes toward foreign products have been of great interest to international business and consumer behaviour scholars in the last few years. Previous studies on the effect of country of origin (COO) on product evaluations show that consumers in developed countries prefer domestic over foreign goods for several reasons, ranging from a risk-reducing prejudice to a nationalistic bias against foreign products (Bilkey & Nes, 1982; Wang & Chen, 2004). However, the rising role of emerging markets as valuable demand markets calls for more insights into the psychological, socio-economic and cultural factors that may determine differences in attitudes toward foreign products (Batra, 1997). The study examines the impact of bandwagon luxury consumption behaviour on cultural dimensions - related to consumer ethnocentrism and materialism - and, at the same, verifies the influences exerted by their interactions on attitudes toward luxury goods (brand consciousness, product beliefs, intentions to buy online). It develops and empirically tests a conceptual model of bandwagon luxury consumption on a sample of Chinese consumers.

As a result of the growing abandon of traditional advertising approaches, luxury brands are strategically focusing on social media marketing influencers for product and services’ endorsement through daily narratives (Abidin, 2016; De Veirman et al, 2017). Nowadays, social media are an integral part of marketing and advertising. The use of social media sites as twitter, facebook, instagram etc has started to be a part of the luxury fashion brands « advertising » campaign and has shown a valuable opportunity for luxury fashion brands to position themselves in new markets. Social media, in their being a two-way platforms for communication by allowing users to interact with each other (Kim and Ko, 2010) and share information but also with influencers, may represent a fundamental tool to increase customer awareness and improve customer relationship in particular in China. This study aims at exploring and analysing how a Chinese social media became the main trend setter for luxury fashion brands in China and how its influencers played a key role in reinforcing customer relationship for the luxury fashion market in China. The study focus will be on the main Chinese social media platform for luxury fashion, Wechat, and the role of influencers in increasing Chinese luxury customers’ brand awareness and relationship. Through the study of the social platform and its SMM – social media marketing – influencers’ and advertising followers, the article will analyse and provide the success factors for Wechat social media platform in positioning itself as the most influential SMM platform for luxury fashion brands in China.

The objective of this study was to investigate the effect of alcohol content in Makgeolli made with Chinese matrimony vine (M-CMV) on the sensory profile and consumer acceptability. The M-CMVs were prepared with 6, 7, 8, and 9% alcohol content. Descriptive analysis of M-CMV was performed with six trained panelists. Thirteen attributes were generated and their intensities were alcohol content dependent. The consumer acceptance test was conducted with 57 consumers. M-CMV samples with 7% alcohol had the highest acceptance rate (5.8) followed by 6% M-CMV (5.6). Commercial rice Makgeolli (CRM) had the lowest consumer acceptance. Consumers were divided into two groups by clustering analysis. The majority of consumers (n=38) preferred M-CMV and did not like the commercial sample. Only 19 consumers indicated high acceptance ratings for CRM. However, these consumers also preferred 6 and 7% M-CMV. Partial least-squares regression analysis revealed moderate attribute intensities were related to greater consumer acceptability. The optimal alcohol content for the greatest consumer acceptance predicted by linear regression was 6.7%.

본 연구는 중국의 밀레니엄 세대를 대상으로 소비자 자민족주의(CET) 가치와 자민족주의 광고가 소비자의 국 내 및 외국 브랜드 구매 행위에 미치는 영향을 실증적으로 검증하였다. CET 선행 연구에서는 소비자의 CET 가 치가 구매 행위에 미치는 영향에만 치중하여 온 반면에, 마케팅 자극에 의한 효과에 관한 연구는 미흡하였다. 본 연구에서는 CET 효과와 함께, 자민족주의 광고의 효과도 분석하였다. 이를 위해, 가상 광고를 제작하여 220명 을 대상으로 실험 연구를 수행하였다. 검증 결과, 우선, CET의 효과가 내국 브랜드와 외국 브랜드에 따라 다르게 미치는 것으로 나타났다. CET를 독단주의와 애국심 CET로 구분하여 분석하면, 내국 브랜드에 대해서는 독단주의와 애국심 CET 모두 유의한 영 향을 미쳤으나, 외국 브랜드에 대해서는 애국심만 영향을 미치는 것으로 발견되었다. 연구의 또 다른 결과는 자 민족주의 광고가 내국 브랜드 선택에는 영향이 없으나, 외국 브랜드에는 유의한 영향을 미친다는 점이다. 그러나, 자민족주의 광고가 CET 가치가 높은 소비자에게는 높게 나타나고, 그렇지 않은 소비자에게는 나타나지 않는 확 증 편향(Sullivan, 2009)은 발견되지 않다.

The current study aims to segment Chinese female consumers using their lifestyle dimensions in the cosmetics market, and analyze their cosmetics purchasing behavior based on that segmentation. Specifically, lifestyle groups were examined to see if there is any group difference(s) in consumer behavior for Korean cosmetics. Lifestyle groups were examined based on: consumers’ demographic characteristics, perceived brand attributes, loyalty toward Korean cosmetics, usage of Korean cosmetics products, preferred stores of shopping for Korean cosmetics, and use of information sources in purchase decisions. An online survey was administered to female consumers who live in Beijing and Shanghai. A total of 493 surveys were used for data analyses. The results of the study were as follows: First, factor analysis revealed 11 significant lifestyle dimensions. Second, using these 11 lifestyle dimensions, cluster analysis was conducted, which revealed four distinct groups of consumers: (1) “timid inactive group,” characterized by having low scores in most lifestyle dimensions; (2) “showcase goers,” who tend to be highly fashion/appearance-conscious and brand-oriented; (3) “practical buyers,” who tend to be price-conscious, sensitive and timid; and (4) “sensible buyers,” who enjoy finer meals and wellbeing lifestyles, as well as hardworking in everything and impulse-buy things. Third, consumer behavior of purchasing Korean cosmetics brands were examined; significant differences among the four lifestyle groups were found. The study concludes with a discussion of the results and practical implications.

Along with the rapid development of China’s economy, the consumption of China’s consumer has also been increased. This research explores whether China’s consumers concern about product’s packaging as much as product’s quality and brand influence. It also discusses whether the product packaging is marked with recyclable logo on it and whether the packaging is harmful to human health. China’s express industry is taken as an example in this research. According to the statistics by State Post Bureau, the total amount of China’s express business was 14 billion packages in 2014, and the volume was substantially increased to 20.67 billion packages. If each package was estimated as 0.2 kg, more than 4 million tons of packaging waste would come from 20 billion packages. Recyclable packaging material would reduce the amount of waste and alleviate environmental pollution. However, whether customers are willing to pay for it is a problem. Product packaging can’t only attract customers from the visual perspective, but needs to be developed through multi-dimensional sensory conveying method. The product itself can be expressed directly through simple packaging. For instance, the Apple Inc. does not only shift consumer’s thoughts on mobile phone, meanwhile, it makes a change on high-end brand mobile phone packaging for China’s consumers. Prior to the emergence of Apple mobile phone, high-end mobile phone brand was adopted luxurious and sophisticated packaging method. With the entrance of Apple into China’s market, the unique style of Apple’s simplicity is followed by other mobile phone brands. This research is elaborated on China’s consumer’s reaction on innovative ecological packaging and their cognition to food packaging security. It also gives inspiration to enterprises how to catch consumer’s eyeballs through innovative ecological packaging and further make enterprises access to benefits.

The rapid growth of the Chinese tourism has stimulated competition within tourismrelated industries, such as the hospitality industry. The purpose of this study is to examine the Chinese consumer reaction to different promotional tools used by hotels in China and, thus, to provide a deeper understanding for marketers of how to use sales promotion effectively to generate appropriate consumer responses. An experimental survey was administered yielding a total sample of 319 Chinese customers, who were probed using different types of sales promotion tools. Data analysis indicates that bonus packs (e.g. a 3-night stay at a hotel for the price of 2) induced the highest consumer perceived value, brand switching, and purchase acceleration intention, whereas price discounts resulted in the highest intention to spend more. Although this study has its limitations given its reliance on a convenience sample, it offers insightful practical implications for hotel business owners in Asia regarding targeting the right customers with the right promotional tools, where it is proposed that bonus packs successfully attract new Chinese customers and price discounts support in generating more sales.

The Chinese market has played an important role for the luxury industry in the past years, with double-digit yearly growth (except for last year). Luxury brands have tried to design strategies to meet the local requirements, be it in terms of retail formats or communication strategies. However, Chinese luxury consumers are evolving in terms of consumption habits and materialistic value: observations from the field show that there is less and less emphasis on logo display among certain consumers (Dubois & Laurent, 1994; Lin & Wang, 2010). Such changes might affect also young consumers, which already stand for a great share of luxury consumers (Source: Red Luxury,2012). Besides, past studies on Chinese consumers’ attitudes toward luxury and values behind luxury consumption have often relied on student-samples, acknowledging the potential limitation to their results due to a potential lack of representativeness of the population interviewed. Few studies have provided analyses of the causes of the values and behaviours of young Chinese customers towards luxury product consumption, focused on them as ‘young people’ (Wang et al., 2012; Xue & Wang, 2012). Besides, most of those that tried to do so relied upon student samples of Chinese students studying abroad (in the USA or Europe) (Chen & Kim, 2013). This paper attempts to investigate the contemporary young Chinese consumers’ behaviour towards luxury consumption, segmenting them into two groups : the international student group and mainland Chinese young consumer group. A quantitative survey collected data from 104 respondents within a month where the snowball sampling method was applied to broadcast both online and offline questionnaires. Qualitative data was analyzed through lexical analyzis, while quantitative data was analyzed with the help of SPSS (Levene-test and T-tests). This study mainly focuses on four features: Chinese culture, materialism, young Chinese generation culture and buying motivation. The results of the study mainly indicate that there have been some changes between generations. One such change is that Chinese youths are more individualistic than what was found in previous studies, and another change is that young Chinese consumers hold different points of view towards the values of luxury consumption. As far as differences between international students and local young people from Mainland China are concerned, we found the following differences: • Finding 1: International students purchase luxury products to fit-in with their friends & because they want others to view them as a member of the upper class & as a successful person more than their local fellows. • Finding 2: International students’ income is more able to support them purchase luxury products than for young locals, and they are more inclined to save money to buy luxury products that their local fellows. • Finding 3: Mainland Chinese young people usually go luxury shopping with their parents more than international students do and claim they will still purchase luxury products even if prices increase more than them as well. • Find 4: Purchasing luxury products make local young people happier than international students, and they care more about the style (as opposed to price) of luxury products than these lasts.  We believe such findings will help luxury companies refine their strategies for the coming generations and help researchers notice on which dimensions of luxury consumption using expatriated Chinese students might have an impact and lead towards biased results.

본 연구는 외국제품에 대한 중국 소비자의 제품 평가 및 태도에 영향을 미치는 대표적인 감정적 요인으로 소비 자 적대감에 관심을 가진다. 보다 구체적으로 본 연구는 중국 소비자의 미국, 일본, 그리고 한국에 대한 적대감의 라이프스타일에 따른 차이, 그리고 중국 소비자의 이들 3개국에 대한 적대감 효과의 차이를 살펴보았다. 이를 위해 본 연구에서는 상해, 북경, 청도, 심양, 성도 등 중국 내 5개 주요 도시의 840명의 성인 소비자들을 대상으로 설문조사를 실시하여 중국 소비자들의 라이프스타일과 미국, 일본, 그리고 한국에 대한 적대감, 그리고 이들 국가의 전반적 제품에 대한 중국 소비자들의 제품평가 및 제품에 대한 태도에 관한 자료를 수집하였다. 연구결과, 중국 소비자의 라이프스타일은 과시적 유행추구형, 합리적 개성추구형, 전통적 보수지향형으로 나누 어졌으며, 중국 소비자들의 미국. 일본, 한국에 대한 적대감은 라이프스타일의 유형에 따라 상이하게 나타났다. 또한 중국 소비자들의 미국, 일본, 그리고 한국에 대한 적대감이 이들 국가의 전반적인 제품에 대한 평가 및 태 도에 미치는 영향도 다르게 나타났다.

사과는 주요 수출대상국인 대만의 검역 강화에 따라 수출시장에서의 입지가 많이 위축되어 있으며, 수출 대상국 다변화를 위해 노력하고 있는 중이다. 현재 식물방역법상 중국으로 사과수출은 불가능한 상황이지만, 한 중 FTA가 실질적으로 타결되고 한 중 일 FTA가 추진되는 등 한국 제1의 교역 대상국인 중국으로의 한국 사과 수출가능성을 타진해 볼 필요성이 제기된다. 또한, 중국인들의 소득 수준이 향상됨에 따라 과일 소비량은 일정 부분 증가할 것으로 예상되며, 소득 수준향상에 따른 고품질, 고가품 등을 선호하는 중국인들의 특성상 고급시장을 형성하고 있는 고소득층도 다수 존재하고 있는 것으로 판단된다. 일본 대지진의 여파 및 중국 내 식품안전 사고가 발생함에 따라 현지 소비자들의 식품안전성에 대한 규제 강화 요구 및 중국 내 유기인증제도도 활성화되고 있는 상황이다. 따라서 본 연구에서는 국내산 사과의 무역개방에 따른 수출가능성이 잠재되어 있는 중국을 조사 대상국가로 설정하고 중국 소비자들의 식품안전성에 대한 요구 및 선호도 조사를 위해 국가별 유기인증을 활용하였다. 유기인증의 효과를 분석하기 위해 중국 소비자의 한국, 중국, 일본 3개국의 사과 원산지별 유기인증 에 따른 국가별 선호를 분석하였다. 분석방법으로는 선택형 실험을 이용하였고, 298명의 북경소비자들을 대상으로 조사를 실시하였으며, 다항로짓모형을 추정하였다. 모형에 대한 분석결과는 다음과 같이 요약된다. 한국산 가격, 일본산 가격, 한국산 등급, 일본산 등급, 한국인증, 한국+중국인증, 일본인증, 일본+중국인증, 성별, 연령, 월 평균 가계소득에 대한 계수의 추정치가 5% 유의수준에서 통계적 유의성을 가진다. 일본산 사과의 가격이 높을수록, 한국산 사과의 등급이 높을수록 일본산에 비해 한국산 사과를 선택할 확률이 올라가며, 한국산 사과가 한국인증을 받거나 한국+중국인증 받을 때 일본산에 비해 한국산을 선택할 확률이 증가한다. 또한 연령이 높을수록, 월 평균 가계소득이 높을수록 일본산과 비교해 보았을 때 한국산 사과를 더 선호하는 것으로 나타난다. 한편, 한국산 사과의 가격이 높을수록, 일본산 사과의 등급이 높을수록, 일본산 사과가 일본인증을 받거나 일본+중국인증을 받았을 경우, 여성인 경우에 일본산 사과에 비해 한국산 사과를 선택할 확률은 감소한다. 한국산 가격, 중국산 가격, 한국산 등급, 중국산 등급, 중국인증, 한국인증, 한국+중국인증에 대한 계수의 추정치가 5% 유의수준에서 통계적으로 유의하다. 중국산 사과의 가격이 높을수록, 한국산 등급이 높을수록, 한국인증 및 한국+중국인증을 받았을 경우 중국산에 비해 한국산 사과를 선택할 확률이 증가한다. 반대로 한국산 사과의 가격이 높을수록, 중국산 사과의 등급이 높을수록, 중국인증을 받았을 경우 중국산 사과에 비해 한국산 사과를 선택할 확률은 감소하는 것으로 나타난다. 국가별 유기인증 결합이 각 원산지 국가별 점유율에 미치는 한계효과는 한국산이 한국 유기인증을 받을 경우 한국산 사과의 점유율을 11.9% 증가시키고 일본산의 점유율은 7.2% 감소시킨다. 또한 한국산이 한국과 중국에서 모두 유기인증을 받을 경우 한국산 사과의 점유율은 15.9% 증가하며, 일본산의 점유율은 14.1% 감소시킨다. 한국에서만 유기인증을 받을 경우보다 한국과 중국에서 유기인증을 받을 경우 점유율이 4.0% 더 증가한다. 이는 한국 유기인증뿐 아니라 중국의 유기인증을 동시에 받을 경우 사과수출에 효과가 있다는 것을 의미한다. 본 연구의 분석결과에 따른 정책적 함의는 다음과 같이 나타난다. 첫째, 한국과 중국의 유기인증이 효과가 있다는 것을 실증적으로 보여주고 있으므로, 중국 유기인증 획득의 필요성이 제기된다. 그러므로 정부는 대중 수출농가들에게 한국과 중국의 유기인증 제도에 대해 홍보할 필요성이 있다. 둘째, 일본산 유기인증뿐 아니라 일본산 사과의 일본+중국 유기인증 획득 시 시장점유율의 증가 폭은 한국산에 비해 높다는 것을 알 수 있다. 이는 중국인들이 일본 농식품의 안전성을 더 높이 평가하고 있음을 유추할 수 있다. 따라서 한국의 국가 이미지를 제고할 필요성이 제기되며, 한류를 홍보 수단으로 적극 활용해 한국 농식품에 대한 이미지를 제고해야 할 것이다. 셋째, 한국산 친환경식품 중에서 구매의향이 있는 품목은 과일류, 채소류, 전통가공식품 등의 순으로 나타나, 향후 한국산 사과가 중국 시장에 수출되었을 경우, 잠재적 수요계층이 존재한다는 것을 반영한다. 하지만 한국산 사과의 경우 중국산과의 가격경쟁력 및 일본사 사과와는 품질경쟁력에서 뒤쳐지는 것이 사실이다. 따라서 품질 향상을 위한 기술적 지원 및 유기인증 시스템의 국제적 기준을 고려한 정책 도입이 필요한 것으로 판단된다.