Journal of the Korean Society of Fisheries and Ocean Technology (수산해양기술연구)

The Korean Society of Fisheries and Ocean Technology (한국수산해양기술학회)
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Enhancing social awareness of biodegradable fishing gears through technology marketing

생분해성 어구의 기술마케팅을 통한 사회적 인지도 제고 방안에 관한 연구

  • Park, Seong-Wook (Fisheries System Engineering Division, National Fisheries Research Development Institute) ;
  • Kwon, Hyeok-Jun (Faculty of Marine Business & Economics, Pukyong National University) ;
  • Park, Seong-Kwae (Faculty of Marine Business & Economics, Pukyong National University)
  • 박성욱 (국립수산과학원 시스템공학과) ;
  • 권혁준 (부경대학교 해양산업경영학과) ;
  • 박성쾌 (부경대학교 해양산업경영학과)
  • Received : 2011.03.08
  • Accepted : 2011.05.17
  • Published : 2011.05.31
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Abstract

The main purpose of this study is to understand the marketing approaches and strategies that are used to disseminating biodegradable fishing gears and distinguish the cognition and the non-cognition group's attitudes on the product. We used a technology acceptance model for analyzing product attributes and its impacts on fishers' purchase. The result of this research shows that 'perceived usefulness and easiness of use' have positive effect on 'purchase intention,' and then give impacts on 'purchase intention' for the entire respondents. For the cognitive respondents these factors have influence on 'attitude' but they do not affect 'purchase decision.' However, 'perceived usefulness and easiness of use' have much positive impact on 'purchase intention.' In the non-cognition group, the 'perceived intention' and 'company and country of manufacturers' have direct positive effect on 'purchase intention' through 'attitude' and also 'on 'purchase intention.' This research provides some meaningful policy implications on further development and technology marketing of biodegradable fishing gears.

Keywords

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