Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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This Effect of Eco-friendly Agricultural Product Selection Criteria on the Degree of Consumer Trust and Recommendation Intention

친환경 농산물의 선택결정요인이 소비자신뢰와 추천의도에 미치는 영향

  • Received : 2016.03.28
  • Accepted : 2016.06.10
  • Published : 2016.06.30
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Abstract

This study examined the factors that affect the relationship between eco-friendly agricultural products selection criteria, consumer trust, and recommendation intention. A total of 220 questionnaires were distributed to consumers, of which 210 were deemed suitable for analysis after the removal of 10 unusable responses. In order to perform statistical analyses required in the study, SPSS 18.0 Statistical Program was employed for frequency analysis, factor analysis, reliability analysis, correlations, and regression analysis. The results of exploratory factor analysis showed that four factors regarding eco-friendly agricultural products were extracted from all measurements with a KMO of 0.735 and a total cumulative variance of 79.373%, With regard to consumer trust, one factor was extracted with a total cumulative variance of 75.431% and a KMO score of 0.695. One factor for recommendation intention was extracted that accounted for a total cumulative variance of 68.428% and a KMO score of 0.694. All factors were significant to .000 and the correlation between variables was significant. Thus, based on the results, the main research hypotheses that identify the relationships between selection criteria, consumer trust and recommendation retention were adopted.

본 연구에서는 친환경농산물 선택결정요인이 소비자신뢰와 추천의도에 미치는 영향요인들과 그 요인을 이용한 앞으로의 활용방안을 제시하고자 한다. 총 220부의 설문지를 배포하여 불성실하게 응답한 10부의 설문지를 제외한 나머지 210부의 유효한 설문지를 실증연구에 사용되었다. 조사연구의 목적을 달성하기 위하여 통계프로그램 SPSS 18.0을 활용하여 빈도분석, 요인분석 및 신뢰도분석, 상관관계분석, 회귀분석을 실시하였다. 분석결과를 보면 선택결정요인에 대한 측정항목의 탐색적 요인분석 결과, 3개 요인으로 KMO 값은 0.735, 총분산비율 79.373%, 소비자신뢰에 대한 요인분석은 총분산비율 75.431%, KMO 값은 0.695로 나타났다. 추천의도에 대한 요인분석은 총분산설명력 68.428%, KMO 값은 0.694로 나타났다. 변수들 간의 상관관계가 다른 변수에 의해 설명되는 정도가 좋게 분석되었고, 유의확률이 0.000으로 나타나 전반적으로 변수들 간의 상관관계는 유의적이다. 따라서 선택결정요인에 따른 소비자신뢰는 추천의도에 미치는 영향에 관한 가설은 채택되었다.

Keywords

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