한국 수산물 가공식품기업의 이미지가 제품 평가 및 구매의도에 미치는 영향

Abstract

The purpose of this study is examining an influence of a corporate on processed marine product's purchase intention with moderating effect of consumers' product evaluation adding processed marine product's evaluations as new variable. The hypothesis of a positive influence of processed marine product's corporate image on processed marine product's purchase intension is partially supported. Specifically, product itself, service, reliability, and communication among the factors of a processed marine product's corporate image significantly affect processed marine product's purchase intension whereas corporate social responsibility does not affect processed marine product's purchase intention. Processed marine product's evaluation also positively affects processed marine product's purchase intention. It implies that there are somewhat differences between influences of various factors of a processed marine product's corporate image on processed marine product's purchase intention but are overall influences of a processed marine product's corporate image on processed marine product's evaluation both directly and indirectly. Nowadays, consumer considers not only good quality of product but also its invisible image and value. Therefore, future studies should consider various ways to investigate a processed marine product's corporate image and processed marine product's product evaluation.