소비자의 FTA 인식 수준이 원산지별 수입쇠고기 선택과 만족도에 미치는 요인 분석

The purpose of this paper is to analysis how the consumer’s attitudes and knowledge regarding the Free Trade Agreement(FTA) effect to the purchase satisfaction and the intension of repeat purchase of the beef by origins. This research is based on Discrete Choice and Ordered Logit Model according to a survey of 1,000 consumers published in Korea Consumer Agency. The result and the main findings of this research is as follows. First, Consumer’s attitudes and awareness of Free Trade Agreement(FTA) have little effect on selection of the origins of beef, but it influences their perceptions about increasing diversification of the beef. Second, the increasing the quality of beef and increasing diversification of the beef after the agreement of the Free Trade Agreement(FTA) affects consumer’s satisfaction of purchasing imported beef. The results of this paper indicate the importance of consumer awareness of the increasing the quality of beef and increasing diversification of the beef after the agreement of the Free Trade Agreement(FTA). To increase the purchase satisfaction and the intension of repeat purchase of imported beef, it is necessary that consumers be informed of positive effects of Free Trade Agreement(FTA) efficiently.