닭고기의 안전 예측에서 원산지 표시의 도움에 대한 지각도에 미치는 영향 요인 평가

Factors Influencing the Level of Perceived Helpfulness of Country of Origin in Predicting the Safety of Chicken Meat

The purposes of this study were to measure respondent's demographic characteristics, respondent's attitudes toward chicken meat, and factors influencing the level of perceived helpfulness of country of origin in predicting the safety of chicken. The data was collected through a consumer survey during the March 2006. Two hundred fifty meat consumers living in Suncheon, the eastern part of Chonnam, were randomly selected as respondents. Eleven respondents did not complete the survey instrument, resulting in a final sample size of 239. All estimations were carried out using correlation, logistic procedure of SAS package, and plum procedure of SPSS. The level of perceived helpfulness of country of origin in predicting the safety of chicken meat was significantly correlated with trust, antibiotics and salmonella/bacteria among the attitude variables. The proportional odds assumption of the model was violated at p<0.05. The estimated results of the multinomial logit model indicated that income, single, occupation, and education significantly affected helpful perception over not helpful perception, while gender and occupation significantly affected very helpful perception over not helpful perception in the case of the extended model. These study results from this study could be useful in developing marketing and health promotion strategies, as well as government trade policy.