소비자 특성별 광우병에 대한 감정과 레스토랑 방문의도에 있어서 위험지각의 매개효과에 관한 연구

The purpose of this study was to determine potential mediation effects of risk perception about American beef on the influence of consumers' emotions about mad cow disease upon their intentions to visit restaurants which use American beef by consumer characteristics. To meet the above goal, this study surveyed customers visiting total 2 big discount stores in Seoul, Daejeon and Daegu metropolitan city respectively. Then, this study analyzed potential effects of consumers' emotions about mad cow disease upon their risk perception about American beef. As a result, it was found that both early and late adopters showed significantly positive effects of their emotions upon their perception about social, physical and financial risks. In addition, according to analysis on potential effects of consumers' emotions about mad cow disease upon their intentions to visit restaurants that use American beef, it was found that both early and late adopters showed significantly negative effects of their emotions upon their intentions to visit such restaurants. And it was found that the risk perception was significantly effective in mediating consumers' emotions about mad cow disease and their intentions to visit restaurants using American beef. Here, it is notable that regression analysis at Level 1 and 3 showed lower standardized regression coefficients in early adopters than that in later adopters. In other words, this finding suggests that it will be necessary to target early adopters as subjects when preparing marketing strategies for American beef in near future.