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論文名稱(中文) Purchasing Intention to Domestically Produced Beef among Consumers in Republic of Korea: An Application of the Theory of Planned Behavior
論文名稱(英文) Purchasing Intention to Domestically Produced Beef among Consumers in Republic of Korea: An Application of the Theory of Planned Behavior
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士班
系所名稱(英) Institute of International Management (IIMBA--Master)
學年度 99
學期 2
出版年 100
研究生(中文) 金京沃
研究生(英文) Kyeongock Kim
學號 Ra6987508
學位類別 碩士
語文別 英文
論文頁數 69頁
口試委員 指導教授-林豪傑
口試委員-張紹基
口試委員-鄭至甫
中文關鍵字 none 
英文關鍵字 Hanwoo  Korean Beef Market  Perceived Value  Peer Influence  Income  Price Sensitivity  Purchase Intention 
學科別分類
中文摘要 none
英文摘要 The beef market of Republic of Korea is very unique in some ways. Compared with other meat price, such as poultry or pork, beef price is three times or more expensive. Moreover, domestically produced beef, hanwoo is four times or more expensive than imported beef. Since December 2003, when Bovine Spongiform Encephalopathy (BSE) was found from imported beef from America, Korea immediately banned beef import. However, there have been several trade agreements, and the beef market was opened to beef exporters again. Even though negotiation of Free Trade Agreement (FTA) on beef market, price gap between imported beef and domestic beef still exists.
The study will examine the effect of perceived value, peer influence and income on purchase intention, and how price sensitivity mediates the effects of these three variables on intention to purchase domestically produced beef (hanwoo). A survey of 422 Korean consumers was mainly conducted at metropolitan cities, Seoul and Daejeon. The data of the survey was analyzed by using Pearson correlation, confirmatory factor analysis (CFA), structural equation model (SEM), and regression analysis.
Results indicate that perceived value and peer influence have significant positive effects on purchase intention on hanwoo. Income itself does not have great impact on purchasing intention, but when price sensitivity mediates between income and purchase intention as a moderator, purchase intention is partially influenced. Having these findings, beef merchants should realize the importance of both improvement perceived value of beef such as branding or emphasizing country-of-origin products, and creating events for sharing consumers‟ beef experience with their peers.
論文目次 ACKNOWLEDGEMENTS I
ABSTRACT II
TABLE OF CONTENTS IV
LIST OF TABLES VII
LIST OF FIGURES VIII
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation. 1
1.2 Research Contribution. 7
1.3 Research Objective. 9
CHAPTER TWO LITERATURE REVIEW 10
2.1 Theoretical Background: Theory of Planned Behavior. 10
2.1.1 Attitude. 11
2.1.2 Subjective Norm. 13
2.1.3 Perceived Behavioral Control (PBC). 13
2.1.4 Intention. 14
2.1.5 Behavior. 16
2.2 Definitions for Relevant Research Variables. 16
2.2.1 Perceived Value. 16
2.2.2 Peer Influence. 18
2.2.3 Income. 19
2.2.4 Price Sensitivity as a Moderator. 20
2.2.5 Purchasing Intention. 21
2.3 Development of Research Hypothesis. 22
2.3.1 The Relationship between Perceived Value and Purchase Intention. 22
2.3.2 The Relationship between Peer Influence and Purchase Intention. 22
2.3.3 The Relationship between Income and Purchase Intention. 23
2.3.4 Price Sensitivity as a Moderator between the Relationships of Perceived Value, Peer Influence, Income and Purchase Intention. 23
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 25
3.1 Research Model. 25
3.2 Description of Sample. 26
3.3 Summary of Hypothesis. 27
3.4 Measure and Definition of Variables. 27
3.4.1 Perceived Value. 28
3.4.2 Peer Influence. 28
3.4.3 Income. 29
3.4.4 Price Sensitivity. 29
3.4.5 Purchase Intention. 30
3.5 Control Variable. 30
3.5.1 Age. 31
3.5.2 Education. 31
3.5.3 Occupation. 31
3.5.4 Oversea Travel Experience. 31
3.6 Method of Analysis. 32
3.6.1 Descriptive Statistics. 32
3.6.2 Pearson Correlation Analysis. 32
3.6.3 Confirmatory Factor Analysis (CFA). 32
3.6.4 Reliability Tests (Cronbach’s Alpha). 33
3.6.5 Structure Equation Model Analysis (SEM). 33
CHAPTER FOUR RESEARCH RESULTS 35
4.1 Descriptive Analysis. 35
4.1.1 Data Collection. 35
4.1.2 Characteristics of Respondents. 35
4.2 Descriptive and Pearson Analysis. 38
4.3 Confirmatory Factor Analysis (CFA). 39
4.4 Structural Equation Model (SEM). 42
4.5 Multiple Regression Analysis for Price Sensitivity as a Moderator. 46
4.5.1 Price Sensitivity as a Moderator of the Relationship between Perceived Value and Purchase Intention. 46
4.5.2 Price Sensitivity as a Moderator of the Relationship between Peer Influence and Purchase Intention. 48
4.5.3 Price Sensitivity as a Moderator of the Relationship between Income and Purchase Intention. 50
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 53
5.1 Discussion. 53
5.1.1 Theoretical Implication. 53
5.1.2 Managerial Implication. 56
5.2 Limitations and Future Directions. 57
REFERENCES 58
APPENDICES 62
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