중국인의 수입 과일 소비성향 분석

(An Analysis of Imported Fruit Consumption Behavior in Chinese Households)

The objective of this study was to understand the imported fruit consumption behavior of Chinese consumers, in order to explore the target market for exporting Korean fresh fruit to China. We investigated the major factors that had effect on the Chinese purchasing experience of imported fruit by applying logit model, and estimated their monthly imported fruit expense function by using tobit model, and further we investigated Chinese purchasing intention for the imported Korean fruit in the future. Apple and pear were the selected commodities for the study. Beijing and Shanghai were chosen for the survey areas. Direct interviewed data from Chinese consumers via questionnaire in the two areas have been used. In general the estimation results were significant. The results showed Shanghai consumers purchased more imported fruit than Beijing consumers by 67.1 yuan in terms of monthly household expense. Higher-income households purchased more imported fruit, where the marginal effect of household income on the imported fruit expense was 0.004 yuan. Also higher-educated and over 30 years old Chinese consumers purchased more imported fruits. In addition, future purchasing intention for the future-imported Korean fruit tended to be similar to the results for the imported fruit consumption except household income was not shown as the significant factor for purchasing imported Korean fruit.