수입농산물 구매의향에 관한 구조관계 분석

In a situation where the inflow of imported agricultural products is increasing due to the expansion of FTAs, in order to improve domestic agricultural competitiveness, it is necessary to first examine the behaviors related to the purchase of imported agricultural products by consumers. The purpose of this study is to explore factors influencing the purchase intention for imported agricultural products and identify the structural relationships among demographic characteristics(age, income level, and educational level), sale promotion, price, quality, irreplaceableness, negative perception, negative psychological response, satisfaction and purchase intention. To collect data, this study conducted the online survey targeting 1,058 consumers aged 30 years and older from August 26 to September 2, 2020. Known as one of the up-to-date statistical techniques suitable for empirically analyzing the causal-effect relationship among variables, Partial Least Squares Structural Equation Model(PLS-SEM) was employed. Price, quality, irreplaceableness, negative perception, negative psychological response, and satisfaction were directly associated with purchase intention. Satisfaction mediated the relationship between Price, quality, irreplaceableness, negative psychological response and purchase intention. Meanwhile, demographic characteristics(age, income level, and educational level), sale promotion did not have any effect on satisfaction and purchase intention. The findings provide a useful model analyzing complex relationships among several variables with empirical data and also have practical implications on the consumer buying behavior of imported agricultural products.