횡성축협한우의 구매행동에 영향을 미치는 요인 분석

초록

The purpose of the study is to analyze factors that affect to purchasing behavior for Hoengseong Livestock Cooperative Beef (HLCB). The study focuses on participants for Hoengseong Korean Cattle Festival. Data are collected October 15 and 17, 2010 at the festival site. 383 questionnaires are collected and used for analyses using SPSS 12. Used analyses are frequency analysis, contingency Table Analysis, Factor Analysis, and Multiple Regression Analysis. The results of the analyses are as follows. Both consumers who have bought and have not the HLCB have faith for the HLCB. Consumers who have bought the HLCB had high satisfaction. The consumers who have bought the HLCB preferred to discount store, internet shopping mall of livestock cooperatives, festival, and special shop for the brand as shopping site for the beef. Consumers hesitate when they buy the beef because the beef price is too high. Consumers who have bought the beef during last one year are affected by ages, residence, and internal factors of the HLCB.

키워드