DOI QR코드

DOI QR Code

The Effects of the Consumers' Beliefs of Seafood Certifications on The Behavioral Intention Biases in Making Certified Product purchases : Focused on Seasoned Laver

수산식품인증제도에 대한 소비자 신념이 구매의도 편향성에 미치는 영향:조미김을 사례로

  • Park, Jeong-A (Subdivision of Business Administration, Kyungnam College of Information & Technology) ;
  • Jang, Young-Soo (Department of Marine Business and Economics, Pukyong National University)
  • 박정아 (경남정보대학교 경영계열) ;
  • 장영수 (부경대학교 해양수산경영학과)
  • Received : 2016.08.30
  • Accepted : 2016.09.29
  • Published : 2016.09.30

Abstract

This study examines the effects of consumer beliefs for food certifications on the behavioral intentions and the behavioral intention biases to purchase the certified seafoods by a subjective probability model which is on the basis of the mathematical probability model and the covariance model. The food certifications used on this study are 'Organic foods', 'Traceability system of food products' and. 'HACCP'. The representative foods of fishery products on this study is seasoned laver. The current study showed the following results. First, consumers have more than two different beliefs each for all certifications which are the subjects of this study. The beliefs of the certifications have an impact on the consumers when they consider to buy the certified seafood products. Second, consumers try to persuade by themselves to ensure that their particular belief about the certification could lead to a purchase the seafood products. Consumer beliefs of the "environmentally friendly production" on the organic foods certification is an important factor as much as the "guarantee of food safety" belief making a positive purchasing behavior intentions(PBI) bias for the organic seafood products. Consumers also have a positive PBI bias for certified seafood products in all certifications as long as a certification is considered to "guarantee the transparency of the food distribution process" as its belief. 'Traceability system' was the only one which didn't generate a positive PBI bias from the belief of "guarantee of food safety" out of three certifications.

References

  1. 국립수산물품질관리원, "품질인증" 2016년 1월 4일 접속 (http://www.nfqs.go.kr).
  2. 김규동.이정윤.남궁석 (2008), "서울지역 주부들의 친환경농산물 구매행동", 한국식품 영양과학회지, 37 (12), 1667-1673.
  3. 김성숙 (2008), "소비자의 농.식품관련 품질인증표시 이용에 관한 연구", 소비문화연구, 11 (1), 49-70.
  4. 김성용.이계임 (2002), "농산물 품질인증표시 사용여부의 결정요인 분석, 농업생명과학 연구", 36 (4), 45-52.
  5. 김현숙.한상필 (2011), "화장품브랜드와 광고모델에 대한 사전지식이 신념 편향, 브랜드 평가, 구매충동에 미치는 영향에 관한 연구: 휴리스틱 시스템과 자기애 성향을 중심으로", 한국광고홍보학보, 13 (1), 7-35.
  6. 김현숙 (2011), "소비자의 신념편향이 제품추론과 광고메시지 타당성 평가에 미치는 영향", 한양대학교 대학원 박사학위논문.
  7. 김현숙.한상필 (2012), "브랜드 관련정보에 대한 사전지식이 광고메시지 타당성 평가에 미치는 영향", 광고PR실학연구, 5 (2), 88-111.
  8. 김현숙 (2015), "광고메시지에 대한 신념불일치와 자기애 성향에 따른 광고 메시지 태도 및 구매의도", 광고학연구, 26 (1), 325-349.
  9. 농식품정보누리,"인증농식품", 2016년 1월 4일 접속 (http://www.foodnuri.go.kr).
  10. 문경주 (2007), "축제 웹사이트 서비스품질과 웹 이용행태가 만족과 행동의도에 미치는 영향연구", 경기대학교대학원 이벤트.국제회의학과 박사학위논문.
  11. 박성훈.정선화. (2012), "유기 인증이 소비자의 김치 선택에 미치는 효과", 한국유기농업학회 학술발표대회 논문집, 10, 396-397.
  12. 박정아 (2008), "학교급식 수산물 제품평가에 미치는 영향에 관한 연구", 부경대학교 대학원 해양산업경영학과 석사학위논문.
  13. 박정아 (2016), "농수산식품인증제도에 대한 소비자 신념 및 구매의도의 편향성에 관한 연구", 부경대학교 대학원 해양산업경영학과 박사학위논문.
  14. 박종명.김종문.유승민.유영현.윤아리 (2015), "국가인증 농축산물 유통실태 및 이를 제한하는 법제도적 규제요인에 관한 연구", 농업생명과학연구, 49 (4), 283-294.
  15. 박준모.박진규 (2015), "인구통계학적 요인이 수산물 인증제에 대한 소비자 인식에 미치는 영향: 서울지역을 중심으로", 해양비지니스, 31, 69-92.
  16. 법제처, "국가법령정보센터" 2016년 1월 5일 접속 (www.law.go.kr).
  17. 보건복지부 질병관리본부 (2015), 2014 국민건강통계: 국민건강영양조사 제6기 2차 년도(2014).
  18. 수산물이력제, "수산물이력제 등록표시" 2016년 1월 4일 접속 (http://www.fishtrace.go.kr).
  19. 식품의약품안전처, "법령.자료" 2016년 1월 5일 접속 (www.mfds.go.kr).
  20. 이지현.안성근 (2014), "식품 원재료에 관한 정보 및 인증 여부가 구매의도에 미치는 영향에 관한 연구; 된장 제품을 중심으로", 관광연구, 29 (1), 61-73.
  21. 장영수.박정아 (2009), "학교급식 수산물구매에 영향을 미치는 제품평가요인", 수산 경영론집, 40 (2), 1-25.
  22. 정기혜.김동우.조주연.김동영 (2013), 다부처관련 정책 현황조사: 식품 인증.표시, 한국보건사회연구원 연구보고서, 경제.인문사회연구회, 1-58.
  23. 최현철 (2006), 흄의 인과 개념과 과학적 설명, 철학탐구, 20, 67-97.
  24. 통계청, "2015년 가계금융.복지조사 결과" 2016년 1월 8일 접속 (http://kostat.go.kr).
  25. 한국식품안전관리인증원, "HACCP 소개" 2016년 1월 17일 접속(https://www.haccpkorea.or.kr).
  26. 한상필 (2000), "속성광고와 이미지광고에 대한 소비자의 반응에 관한 연구: 개인특성과 제품특성의 상호작용효과", 광고학연구, 11 (1), 201-219.
  27. 한웅희 (2009), "사전지식 및 관여도가 소비자의 신념 불일치에 미치는 영향", 서울 대학교대학원 경영학과 경영학박사학위논문.
  28. 한웅희.이유재 (2009), "소비자의 신념편향에 대한 연구", 소비자학연구, 20 (3), 27-60.
  29. 한웅희.이유재.김재일.박기완 (2009), "사전지식 및 관여도가 소비자의 신념불일치에 미치는 효과", 마케팅연구, 24 (1), 51-76.
  30. 해양수산부, "해양수산부 통계시스템", 2016년 1월 17일 접속 (www.mof.go.kr).
  31. Ajzen, I. and Fishbein, M. (1973), "Attitudinal and normative variables as predictors of specific behaviors," Journal of Personality and Social Psychology, 27 (1), 41-57. https://doi.org/10.1037/h0034440
  32. Beck, H. (2013), 부자들의 생각법: 모르고 당하는 그들만의 경제학, 갤리온.
  33. Cheng, P. W. (1997), "From covariation to causation: A causal power theory,"Psychological Review, 104, 367-405. https://doi.org/10.1037/0033-295X.104.2.367
  34. Chuang, C. T., Chang, C. M. and Yeh, L. H. (2004), "Willingness to Pay for Seafood Quality Improvement in Taiwan," IIFET 2004 Japan Proceedings, 1-12.
  35. Dulany, D. E. (1968), "Awareness, rules and propositional control: A confrontation with S-R behavior theory," In T. Dixon and D. Horton (Eds.), Verbal Behavior and General Behavior Theory. Prentice-Hall, 340-387.
  36. Engel, J. F., Blackwell, R. D. and Miniard, P. W. (1995). Consumer Behavior, 8th ed. Dryden Press.
  37. Evans, J. St. B. T., Barston, J. L. and Pollard, P. (1983), "On the conflict between logic and belief in syllogistic reasoning," J. Memory & Cognition, 11 (3), 295-306. https://doi.org/10.3758/BF03196976
  38. Evans, J., St. B. T. and Over, D. E. (1996), Rationality and Reasoning, Psychology Press.
  39. Evans, J. and St. B. T. (2003), "In two minds: Dual-process accounts of reasoning," Trends in Cognitive Sciences, 7 (10), 454-459. https://doi.org/10.1016/j.tics.2003.08.012
  40. Evans, J. and St. B. T. and Curtis-Holmes, J. (2005), "Rapid responding increases belief bias: Evidence for the dualprocess theory of reasoning," J. Thinking & Reasoning, 11 (4), 382-389. https://doi.org/10.1080/13546780542000005
  41. Evans, J. and St. B. T. (2007), Hypothetical thinking: Dual Process I reasoning and judgement, Psychology Press.
  42. Fishbein, M. and Ajzen, I. (1975), Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research, Addison-Wesley.
  43. Fugelsang, J. A., Thompson, V. A. and Dunbar, K. N. (2006), "Examining the representation of causal knowledge," THINKING & REASONING, 12 (1), 1-30. https://doi.org/10.1080/13546780500145678
  44. Gerrard, C., Janssen, M., Smith, L., Hamm, U. and Padel, S. (2013), "UK consumer reactions to organic certification logos," British Food Journal, 115 (5), 727-742. https://doi.org/10.1108/00070701311331517
  45. Jaccard, J. and King, G. W. (1977), "The Relation Between Behavioral Intentions and Beliefs: A Probabilistic Model," J. Human Communications Research, 3 (4), 326-334. https://doi.org/10.1111/j.1468-2958.1977.tb00535.x
  46. Jaccard, J., Knox, R. and Brinberg, D. (1979), "Prediction of Behavior From Beliefs: An Extension and Test of a Subjective Probability Model," Journal of Personality and Social Psychology, 37 (7), 1239-1248. https://doi.org/10.1037/0022-3514.37.7.1239
  47. Janssen, M. and Hamm, U. (2012), "Product labelling in the market for organic food: Consumer preferences and willingness-to-pay for different organic certification logos." Food Quality and Preference, 25 (1), 9-22. https://doi.org/10.1016/j.foodqual.2011.12.004
  48. Kahneman, D. and Frederick, S. (2002), "Representativeness revisited: Attribute substitution in intuitive judgement," In T. Gilovich, D. Griffin, and D. Kahneman (Eds.), Heuristics and biases: The psychology of intuitive judgement, Cambridge University Press, 49-81.
  49. Kardes, F. R., Cronley, M. L., Pontes, M. C. and Houghton, D. C. (2001), "Down the Garden Path: The role of conditional inference processes in self-persuasion," Journal of Consumer Psychology, 11 (3), 159-168. https://doi.org/10.1207/S15327663JCP1103_02
  50. Kotler, P. and Armstrong, G. (2008), Kotler의 마케팅 원리 12판, 시그마프레스.
  51. Neys, W. D. (2006), "Dual processing in reasoning: two systems but one reasoner," J. Psychological Science, 17 (5), 428-433. https://doi.org/10.1111/j.1467-9280.2006.01723.x
  52. Oberauer, K., Weidenfeld, A. and Fischer, K. (2007), "What makes us believe a conditional? The roles of covariation and causality," THINKING & REASONING, 13 (4), 340-369. https://doi.org/10.1080/13546780601035794
  53. Sloman, S. A. (1996), "The empirical case for two systems of reasoning," Psychological Bulletin, 119 (1), 3-22. https://doi.org/10.1037/0033-2909.119.1.3
  54. Stanovich, K. E. (1999), Who is rational? Studies of individual differences in reasoning, Lawrence Erlbaum Associates Inc.
  55. Stanovich, K. E. and West, R. F. (2000), "Individual difference in reasoning: Implications for the rationality debate?," Behavioral and Brain Sciences, 23 (5), 645-726. https://doi.org/10.1017/S0140525X00003435
  56. Stanovich, K. E. (2004), The robot's rebellion: Finding meaning the age of Darwin, Chicago University Press.
  57. Thompson, V. and Evans, J. St. B. T. (2012), "Belief bias in informal reasoning," J. Thinking & Reasoning, 18 (3), 278-310. https://doi.org/10.1080/13546783.2012.670752
  58. Wu, L., Yin, S., Xu, Y. and Zhu, D. (2014), "Effectiveness of China's Organic Food Certification Policy: Consumer Preferences for Infant Milk Formula with Different Organic Certification Labels," Canadian Journal of Agricultural Economics, 62 (4), 545-568. https://doi.org/10.1111/cjag.12050
  59. Wyer, R. S. (1970), "Quantitative prediction of belief and opinion change: A further test of a subjective probability model," Journal of Personality and Social Psychology, 16 (4), 559-570. https://doi.org/10.1037/h0030064
  60. Wyer, R. S. and Goldberg, L. (1970), "A probabilistic analysis of the relationships among beliefs and attitudes," Psychological Review, 77 (2), 100-120. https://doi.org/10.1037/h0028769