품질인증 간고등어의 구매결정요인 분석

Analysis of Purchase Determinants for Quality Certificated Salted Mackerel

The purpose of this study is to analyze the factors affecting the purchase of quality-certified fishery products to activate the quality certification system and to help promote the consumption of quality-certified fishery products. For analysis, this study use ZIP Model, ZINB Model, ZIOP Model. As a result of the analysis, it was found that the factors affecting customer’s participation in the market were age, recognition about the certification of fish and fishery products, price-oriented tendency for fish, and income. On the other hand, the variables affecting the number of purchases were academic background, income, whether or not they have preschool children, sensitivity about radioactive contamination water, sensitivity about food quality and safety, and recognition about the certification of fish and fishery products. Therefore, since the determinants of customer’s participation in the market and determinants of the number of purchases are different, measures to expand market participation in quality-certified fishery products and measures to increase the number of purchases should be promoted differently.