유전자 변형식품에 대한 고객인식과 구매의도 관계에서 지각위험 조절효과 분석

• 제어번호 : 100485303
• 저자명 : 유영애 ,우성근 ,권기완
• 학술지명 : 호텔리조트연구
• 권호사항 : Vol.13 No.2 [2014]
• 발행처 : 한국호텔리조트학회
• 자료유형 : 학술저널
• 수록면 : 205-224(20쪽)
• 언어 : Korean
• 발행년도 : 2014년
• 등재정보 : KCI등재후보
• 주제어 : 유전자변형식품 , 고객인식 , 위험지각 , 구매의도 , genetically modified organisms , customer perception , purchase intention , perceived risk

초록 (Abstract)

This study aims to evaluate the analysis of moderating effect of perceived risk in relationship between customer perception and purchase intention on genetically modified organisms. The analysis including reliability analysis, evaluation of validity for factor analysis, multiple regression analysis, and moderator regression analysis applied in this study were performed by using SPSS 18.0 statistical package program with consideration for the purpose of each analysis. The results for the empirical analysis in this study are as follow. It was found(or revealed that the customer perception on genetically modified organism positively affected purchasing intention. When the moderating effect of perceived risk in the relationship between customer preception and purchasing intention was analyzed, only trust in science showed a moderating effect. Such results show that most customers believe the safety of genetically modified organisms and purchase these products since they trust the development of scientific technique afford such safety. key words : genetically modified organisms, customer perception, purchase intention, perceived risk

목차 (Table of Contents)

Ⅰ. 서론

Ⅱ. 이론적 고찰

1. 유전자 변형식품

2. 고객인식

3. 구매의도

4. 지각위험

Ⅲ. 연구 설계

1. 연구모형 및 가설설정

2. 변수의 조작적 정의 및 측정도구 선정

3. 표본의 설계 및 분석 방법

Ⅳ. 분석결과

1. 표본의 일반적 특성

2. 조사도구의 신뢰성 및 타당성 검증

3. 연구가설의 검증 검증

Ⅴ. 결론

참고문헌