제주도 해산물의 지불의도에 대한 선행요인들에 관한 탐구

초록

Seafood is an essential element in the sea village tour. Hence, this study is to examine the antecedents of willingness to pay for seafood. The research area of this study is Jeju island. As the candidates of antecedents, this research uses price fairness, waiting, accessibility, and positive emotion. This research implemented field survey at Jeju airport, The number of observation is 252. This study performs statistical analysis to attain the results, and these are frequency analysis, correlation matrix, exploratory factor analysis, reliability test, and multiple regression analysis. The results indicate that price fairness is positively associated with the willingness to pay. Also, the results show that willingness to pay is positively influenced by accessibility and positive emotion. However, waiting time appears as non-significant attribute to account for willingness to pay. Also, this study provides Jeju seafood product managers with the information which can be used to achieve more sales.

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