유기농산물 속성에 대한 소비자 구매행동 분석

Analysis of Purchasing Behavior of Consumers Regarding Natures of Organic Agricultural Products

This study is to analyze the relationship between purchase and purchase loyalty nature of organic agricultural products with involvement degree. In addition, this study suggests consumption promotion method of organic agricultural products through analyzing whether the consumers purchased organic agricultural products considering natures of the above. As a result of cross analysis of purchase and purchase loyalty nature with involvement degree, purchase reservation group showed medium involvement degree, while purchase group showed high involvement degree. Brand name indicated the highest involvement degree, followed by producer, certification mark and seller. Based on odds ratio, in case one unit of need for price reduction is increased, odds ratio of purchase group transferring to purchase reservation group increased by 1.626 times, assuming other factors are fixed. In opposition, odds ratios of purchase reservation group transferring to purchase group are as follows. Odds ratio of purchase expense, purchase advantage, safety, quality, information offer decreased by .981, .620, .645, .714 and .387 time respectively. In addition, in case of customer purchase loyalty nature, assuming that sellers and certification mark are preferred to brand name and producer, odds ratio of purchasing group transferring to purchase reservation group decreased by .387 and .402 time respectively. In case of need for price reduction, customer preferring grain including rice, department and off-price store showed high odds ratio to be included in purchase reservation group. However, in case of safety, customer preferring fruit and vegetable showed high odds ratio to be included in the purchase group.