한국 수출 김의 이미지, 선택속성, 친숙도 조사를 통한 국가별 마케팅 전략 수립

• 영문명: Global Marketing Strategies of Korean Laver Exportation through Image, Selection Attribute, Familiarity: A Focus on Four Countries
• 발행기관: 한국무역연구원
• 저자명: 이신애(SinAe Lee) 황조혜(Johye Hwang)
• 간행물 정보: 『무역연구』제17권 제2호, 255~277쪽, 전체 23쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2021.04.30

영문 초록

Purpose - The study was designed to identify the different perceptions of the image of Korea’s laver, selection attributes, and familiarity by different nations of consumers and relationships which effect acceptance. Design/Methodology/Approach - Data samples were collected via an online survey of consumers from China, the U.S., Thailand, and Japan that have eaten Korean laver in the past. A total of 400 questionnaires were collected, and 356 responses, a rate of 89%, were used for data. Findings - First, there were significant differences in the image of Korean laver by country. The U.S. showed Korean laver images in the order of safety, value, exotic, premium, and craftsmanship, while China recognized laver in the order of safety, exotic, craftsmanship, value, and premium. Japan recognized it in the order of safety, value, exotic, premium, and craftsmanship. Second, there were also significant differences in selection attribute of laver by country. China chose in the order of taste, origin, and brand, while Japan chose in the order of taste, safety, and brand. Japan also chose in order of flavor, safety, and brand. Thailand chose in the order of taste, safety, and origin. The U.S. chose taste, nutrition, and brand. Third, consumer familiarity with Korean laver differed significantly by order of country. Fourth, familiarity had a significant effect on acceptance intention. Research Implications - The current research results offer managerial insights as well as a practical point of view that increases the utilization rate by identifying the perceptions of Korean laver in major target export nation consumers. According to the findings of our research, the results help establish marketing strategies by understanding the strengths and weaknesses of Korean laver’s image and selection attributes. Furthermore, it is important to recognize the familiarity of different countries’ consumers in order to enhance their acceptability of Korean laver.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경 및 가설 설정

Ⅲ. 연구방법론

Ⅳ. 실증분석 결과

Ⅴ. 결론

키워드

Agri-Food Export Familiarity Food Image Global market Laver Selection Attribute