중국 유기농 쌀 재 구매의도에 영향을 미치는 요인 연구

Abstract

This study aims to identify the current status and issues of the organic rice industry in China. A survey was conducted targeting Chinese consumers who have experience purchasing organic rice, analyzing their satisfaction and repurchase intention based on various selection attributes. The study classifies the selection attributes of organic rice consumers into six categories: price, brand, curiosity, health, environmental consciousness, and certification system. It empirically examines the influence of demographic characteristics (such as gender, age, education level, monthly income, and family composition including the presence of elderly and children), purchase experience, and satisfaction on repurchase intention. In addition, empirical analyses were conducted in this study to verify the differences in the influence of demographic characteristics, purchasing experience and choice attributes on the purchase of organic rice. The results showed that age, family composition (children, elderly), purchase type, purchase information, purchase path, price, curiosity, healthiness, environmental awareness, certification system, and satisfaction had a positive effect on repurchase intentions. The results showed that age, family composition (children, elderly), type of purchase, purchase information, purchase path, price, curiosity, healthiness, environmental awareness, certification system, and satisfaction had a positive effect on willingness to repurchase. The study also focused on comparing the purchasing status of organic rice and found that demographic characteristics such as gender, age, family composition (children, elderly, etc.), education level, and choice attributes such as price, environmental awareness, and certification system had a significant effect on willingness to repurchase organic rice in the context of purchasing experience.