농업경제연구

Korean Agricultural Economics Association

제목 이변량 프로빗 모형을 이용한 건강기능식품 구매의도의 결정요인분석
저자 박재홍, 유소이
발행정보 51권 4호 (2010년 12월) 페이지 25~48
키워드
초록 The purposes of this study were to explain consumer's purchasing intention considering consumption experience for functional food and to explore the influencing factors on them. To achieve the purposes, bivariate probit model was applied to test two equations of consumption experience and consumer's purchasing intention at the same time by using STATA 8.0. The results of this study were as follows. First, purchasing intention of functional food was found to be significantly influenced by consumer attitude such as perceived necessity and willingness to trade bad taste, as well as individual characteristics such as sex. However, consumption experience which might be closely related with purchasing intentions was found to be significantly influenced by convenience for using functional food and individual characteristics such as sex and age. It might imply that influencing factors for purchasing behavior would be different with those for consumption behavior in case of functional food. Thus marketers should concern and try to find why the behavioral difference for functional food was presented.
논문파일 농업경제연구-2010(51권제4호)-02.pdf