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KOREAN JOURNAL OF FOOD MARKETING ECONOMICS

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수록정보
35권1호(2018) |수록논문 수 : 4
간행물 제목
35권1호(2018년) 수록논문
권호별 수록 논문
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KCI등재

1국가이미지와 한국식품 이미지가 베트남 소비자의 구매의도에 미치는 영향-한류의 조절효과를 중심으로-

저자 : 장윤수 ( Jang Yun-su ) , 김수현 ( Kim Su-hyeon )

발행기관 : 한국식품유통학회 간행물 : 식품유통연구 35권 1호 발행 연도 : 2018 페이지 : pp. 1-25 (25 pages)

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Vietnam has become a new rising market for Korean agricultural foods due to its rapid economic growth, the increase of the citizen's income and the Korea-Vietnam Free Trade Agreement(FTA). Vietnam has become the 4th largest market for Korean agricultural foods, behind only Japan, China and the USA. Following the strength of the Korean wave, Vietnam presents a favorable environment for the exports of Korean products to the country. Vietnam has transforming itself from a production base to a consumer based market, and to understand the latter, we need to study the consumer behavior of the locals. This paper will provide a fundamental analysis of the effect of national image and image of Korean foods on Vietnamese consumers' purchase intention and the moderating effect of Korean wave. A survey of 187 Vietnamese consumers found that national image and image of Korean foods have direct effects on the consumers' intention to purchase Korean foods. The moderating effect of Korean wave between the national image and purchase intention also was found. It can be concluded that Korean wave, which is widely spreads across Vietnam, creates a positive effect on Vietnamese consumers' purchase of Korean foods. We need to develop a strategy to utilize the effect of Korean wave in the marketing of Korean products in rapidly a growing Vietnamese foods market.

KCI등재

2브랜드 자산이 소비자 태도와 지각된 가치를 매개로 재구매 의도에 미치는 영향 -전북 러브미(米) 브랜드 쌀을 중심으로-

저자 : 신동우 ( Shin Dong-woo ) , 이용민 ( Lee Yong-min ) , 이광행 ( Lee Kwang-haeng ) , 유성우 ( Y

발행기관 : 한국식품유통학회 간행물 : 식품유통연구 35권 1호 발행 연도 : 2018 페이지 : pp. 27-51 (25 pages)

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Since 2003, it has changed awareness of consumers for the rice of Honam area. We checked out the good brand rice in Jeonbuk that have been selected more than once as 'Love me' rice from 2003 to 2013. Through this, we analyze how the brand equity affects re-purchase intentions mediated by consumers's attitude and perceived value. And we have verified the moderating effect divided the people who live in Jeonbuk and the others. We have obtained the following results. First, the components of brand equity of the good brand of Jeonbuk 'Love me' rice which like brand image, brand awareness, perceived quality was found on all elements are positive effect on consumer attitudes. Second, We confirmed that the component of the good brand of Jeonbuk 'Love me' rice partially affect to perceived value depending on its component. Brand image and perceived quality have a positive impact on perceived value. But, we did not find a positive causal relationship between brand awareness and perceived value. Third, we have confirmed that consumer attitudes and perceived value of the good brand of Jeonbuk 'Love me' rice has a positive causal relationship re-purchase intention. Forth, as a result of verifying the moderate effect of the consumer's region between the brand equity and parameters(consumer's attitude, perceived value), the moderate effect was shown only between brand image and consumers's attitude. Finally, Jeonbuk and its countries must make the following cooperative ways. How to increase the brand equity of the good brand of Jeonbuk 'Love me' rice? And How can they make a virtuous cycle of repurchase by increasing consumer attitudes and perceived value?

KCI등재

3농업기계 수요 결정요인 분석

저자 : 이향미 ( Yi Hyang-mi ) , 김동환 ( Kim Dongh-hwan ) , 이중용 ( Rhee Joong-yong )

발행기관 : 한국식품유통학회 간행물 : 식품유통연구 35권 1호 발행 연도 : 2018 페이지 : pp. 53-77 (25 pages)

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Agricultural machines can be a solution for workforce shortage in rural regions caused by declining and aging of rural population. Agricultural mechanization may also reduces production costs. However, the liberalization of agricultural trade, decreasing rice consumption, and rural-urban migration intimidate agricultural machinery industries and the size of tractors, which plays a major role in agricultural mechanization, is becoming larger. The Korean government is developing and promoting mechanization of upland-crop farming in main production areas. The government is also developing machineries for post-harvest processing, green house horticulture, and etc. It is necessary to investigate socio-economic factors which influence demand for agricultural machineries at the farm levels in order to develop customized policies for agricultural mechanization. This research also investigates the current situation of the agricultural machinery industries. Implications of the analysis on determinants of demand for agricultural machineries are as follows. Firstly, it is necessary to seek for customized support policies of agricultural machinery for different types of farms, such as rice-focused single product farms and complex farms producing various agricultural products other than rice. Secondly, because regional factors influence the farmers' demand for tractors, it is recommended that regional or provincial governments establish their own agricultural mechanization programs by reflecting regional characteristics. Thirdly, agricultural mechanization is suggested to go along development of smart agriculture which converges traditional agriculture with advanced IT technologies such as robots, big data, IOT, and etc.

KCI등재

4수도권 하나로마트의 경영성과와 상권특성에 관한 실증분석

저자 : 채성훈 ( Chae Seung-hoon ) , 성낙일 ( Sung Nak-il ) , 조동혁 ( Jo Dong-hyuk )

발행기관 : 한국식품유통학회 간행물 : 식품유통연구 35권 1호 발행 연도 : 2018 페이지 : pp. 79-112 (34 pages)

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This study analyzes factors affecting the performance of 104 Hanaromart stores located in the Seoul metropolitan area(Seoul, Incheon, Gyeonggi-do) as of 2015. The performance of Hanaromarts is measured by not only sales and sales per store size but also the efficiency index estimated by data envelopment analysis(DEA). The empirical results confirm that an increase in certain factors, such as number of employees, store size, and number of convenience stores, tends to increase Hanaromart store sales. Special attention should be devoted to the finding that contracted part-time and full-time employees are more effective than temporary sales staff in increasing sales per employee. Among competing retailers, the presence of convenience stores (supermarkets) is negatively(positively) associated with the level of Hanaromart store sales. In addition, both the number of households and the number of large facilities have a positive effect on Hanaromart store sales, but this effect varies depending on the definition of trading area. The number of employees in any employee type is the only variable that affects sales per square meter. The results from the Tobit model indicate that a higher ratio of temporary sales staff(contracted part-time employees) to full-time employees results in a higher inefficiency index among Hanaromart stores. In addition, the number of POS systems is shown to be positively associated with improvements in store efficiency. Finally, the results confirm that a greater number of convenience stores(supermarkets) leads to more inefficient(efficient) Hanaromart stores. The study provides several suggestions regarding managerial and marketing strategies for Hanaromarts.

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