확장된 목표지향 행동모형을 적용한건조 농산물(건대추) 구매 행동에 관한 연구

초록

Increased consumer interest and the formation of new markets are increasing demand for production and drying of dried agricultural products. The purpose of this study was developed an extended model of goal－directed behavior(EMGB) in order to identify the decision－making process of customers who purchased dried dates. For this purpose, this study used sampling method with the 250 person who had purchase dried dates. These data were processed by frequency analysis, exploratory factor analysis, confirmatory factor analysis, correlation analysis and path analysis using SPSS 18.0 and AMOS 18.0 which to verifying individual hypothesis. Structural equation modeling approach was employed to identify the relationships among latent variables after developing the proper measurement model. The results of the EMGB indicated that desire had the strongest relationship with customers' intentions to purchase dried dates, followed by prior knowledge, perceived behavioral control for dried dates. In the model, customer satisfaction was a sense of perceived conduct, prior knowledge. In the case of the little study of EMGB model using for agricultural and rural area, this study provide the useful implication which induce the producer of dried dates to strengthen marketing strategy.

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