확장된 목표지향 행동모형을 적용한 브랜드 한우의 구매동기에 관한 연구

A Study on Motives Purchasing Brand Korean Beef Using Extended Model of Goal-directed Behavior

Because of the characteristics of brand korean beef like uniform feeding and management, security and grade quality, the Brand korean beef are recognized as a high-quality meat by the consumers. The purpose of this study was developed to an extended model of goal-directed behavior (EMGB) in order to identify the decision-making process of customers who purchased brand Korean beef. Structural equation modeling approach was employed to identify the relationships among latent variables after developing the proper measurement model. The results of the EMGB indicated that desire had the strongest relationship with customers’ intentions to purchase brand Korean beef, followed by perceived behavioral control, prior knowledge for brand Korean beef. In the model, desire was determined by mainly positive anticipated emotion, subject norm, attitude, prior knowledge and negative anticipated emotion. In the case of the little study of EMGB model using for agricultural and rural area, this study provide the useful implication which induce the producer of brand Korean beef to strengthen brand awareness and marketing strategy.