지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2011.1
- 수록면
- 80 - 85 (6page)
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초록· 키워드
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This study analyzed consumer attitude, habit strength, subjective norm, a pros evaluation, and intention to consume to estimate perceptible variables that affect apple consumption. Data were collected from 207 men and women through a selfadministrated questionnaire. A partial least squares regression was conducted as one of structural equation models to estimate and test hypotheses. The results showed that attitude, habit strength, and the pros evaluation affected the intention to consume apples, and that the intention increased apple consumption. The results also showed that some marketing strategies are needed to promote apple consumption and to make consumers change their intention, to develop habits for eating apples by changing their diets, and to impress upon them that apples are good for health. This can be interpreted as meaning that it is most important to understand consumer behavior, particularly consumer psychology, which is reflected in the recent trend of marketing that concentrates on meeting the consumer's needs rather than the producer's.
목차
등록된 정보가 없습니다.
참고문헌 (25)
참고문헌 신청
Ajzen I / 1985 / From intention to actions: A theory of planned behaviour in Action Control from Cognition to Behavior / Heidelberg Springer :11~39
Ajzen I / 1988 / Attitudes, personality and behaviour / Open University Press
Ajzen I / 1991 / The theory of planned behavior / Organizational Behavior and Human Decision Processes 50:179~211
Bogers RP / 2007 / Psychosocial predictors of increases in fruit and vegetable consumption / American Journal of Health Behavior 31(2):135~145
Booth SL / 2001 / Environmental and societal factors affect food choice and physical activity: rationale, influences, and leverage points / Nutr Rev 59:S21~S65
Ajzen I / 1988 / Attitudes, personality and behaviour / Open University Press
Ajzen I / 1991 / The theory of planned behavior / Organizational Behavior and Human Decision Processes 50:179~211
Bogers RP / 2007 / Psychosocial predictors of increases in fruit and vegetable consumption / American Journal of Health Behavior 31(2):135~145
Booth SL / 2001 / Environmental and societal factors affect food choice and physical activity: rationale, influences, and leverage points / Nutr Rev 59:S21~S65
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