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- 저자 : 신하림(Ha-Rim Shin) (검색결과 2 건)
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조류 인플루엔자에 대한 뉴스 메시지 유형이 소비자의 인식 및 태도에 미치는 영향
신하림(Ha Rim Shin),이병오(Byung Oh Lee) 한국농식품정책학회 2017 농업경영정책연구 Vol.44 No.3
The objective of this study was to clarify if there were any differences in the anxiety, the awareness of control possibility, and livestock products purchase intention by the message framing and message appeal type in the media reports on avian influenza. The study evaluated whether the type of message framing, appeal type, gender influenced the internal factors of consumers or not by surveying 302 adults. The experimental reports were designed in four types and the ANOVA was used to evaluate if there were a statistical difference between groups. The results of this study showed that the livestock production consumption was more affected by the physical risk in the media reports dealing with the large-scale animal disease.
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대규모 가축질병 발생에 대한 소비자의 위험인식이 축산물 비구매의도에 미치는 영향
신하림(Ha-Rim Shin),이병오(Byung-Oh Lee) 한국농식품정책학회 2016 농업경영정책연구 Vol.43 No.3
The present study was conducted to explore which variables form consumer’s risk perception of large-scale livestock diseases and how these variables affect their intention not to buy livestock products. For this purpose, a research model was established and used the results of a survey gathered from 728 adult males and females across the country in a structural equation model for analysis. The results revealed that factors affecting the consumer’s risk perception included the level of news exposure, involvement, and subjective knowledge of the diseases, and that anxiety and intention not to purchase increased as the risk perception rose. In addition, it appeared that risk communication affected the relationship between risk perception and anxiety, while reference groups affected the relationship between anxiety and intention not to purchase. The outcome of this study suggests that, in order to reduce consumer’s risk perception toward the large-scale livestock diseases, it is necessary to expand education for accurate awareness of the risks and respond to the consumers according to their levels of news use and involvement. Furthermore, public institutions need to strengthen risk communication and actively react to food safety information distributed through SNS, so that the risk perception does not increase anxiety and intention not to purchase of the public.
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