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Shuang-yu Hu,Shi-yong Piao,Zhi-run Li,Yu-cong Sun,Xuan-you Jin,Jong-In Lee 한국국제농업개발학회 2020 韓國國際農業開發學會誌 Vol.32 No.4
This paper is based on field survey data and applies it to the logistic model to analyze consumers' online shopping intention to buy fresh produce. According to the total effect of online shopping intention, it was revealed that consumers' age, educational level, and monthly household income significantly influence willingness to buy fresh produce online. The product quality, price and brand name were the main factors affecting consumers' willingness to buy fresh produce online. The customer service quality, payment security, and logistics quality significantly also affected consumers' willingness to buy fresh produce online. In conclusion, it is important for vitalizing online sales of fresh produce to ensure the quality, use well-known brand name, and improve logistics service and e-commerce platforms.
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Shuang-yu Hu,Shi-yong Piao,Zhi-run Li,Yu-cong Sun,Xuan-you Jin,Jong-In Lee 한국국제농업개발학회 2021 韓國國際農業開發學會誌 Vol.33 No.1
본 연구에서는 중국 길림성 연변 주 지역의 ‘연변황우’ 소비자 대상으로 설문조사를 실시하였음. 먼저 국내외 브랜드 인지 및 구매 의사에 관한 이론을 검토하고 소비자의 브랜드 인식 등의 이론을 바탕으로 연구 가설을 제시하였음. ‘연변황우’에 대한 소비자 구매 의사에 영향을 미치는 요인을 구축하여 분석을 실시하였음. 연구 결과 1. ‘연변황우’ 브랜드 이미지는 소비자의 구매 의사에 긍정적인 영향을 미치며 소비자의 ‘품질 감지’ 요인에 정(+)의 영향을 미침. 2. ‘위험 감지’ 요인에는 부(-)의 영향을 미침. ‘품질 감지’ 요인은 ‘연변황우’ 구매 의사에 긍정적인 영향을 미침. 3. ‘연변황우’의 브랜드 이미지 관리를 강화해야하며 이는 브랜드의 연구관련에 새로운 분야 탐색에 중요한 의의가 있음. This paper summarizes both domestic and foreign research theories centered around consumers' relationships to brand recognition and consumption patterns, and focuses on the results of a field survey conducted among a group of consumers in Yanbian. With the use of a variety of theories, including consumer brand equity theory, we present different research hypotheses which give insight into the different factors which affect the Yanbian Cattle's brand recognition in different regional contexts. Through empirical analysis, we measured the strength of the model which linked Yanbian Yellow Cattle's regional brand recognition with consumers' purchasing intentions. Based on the results of the study, we were able to fully analyze the future directions of the product's brand recognition, basing this analysis on a deep understanding of the regional and industrial environment of the Yanbian. With these results, we bring forward suggestions for the management of the Yanbian Yellow Cattle's regional branding strategy, and offer insights into new future research directions that would more fully support unique and effective corporate branding strategies.
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Analysis of Operating Efficiency of China’s Agricultural Listed Companies
Zhi-Run Li,Shi-Yong Piao,Yu-Cong Sun,Shuang-Yu HU,Xuan-You Jin,Jong-In Lee 경상대학교 농업생명과학연구원 2020 농업생명과학연구 Vol.54 No.6
In recent years, China's agricultural listed companies have developed rapidly. This paper studies the operating efficiency of listed agricultural companies in China. exploring the factors that affect the operating efficiency of listed agricultural companies, and proposes targeted countermeasures for the development of listed agricultural companies. And give some suggestions to Korean agricultural companies and A share investors. This paper uses the DEA model, selects the 40 best-developed Chinese agricultural listed companies in 2018 as a sample, analyzes the operating efficiency of these companies, and added two new input variables: asset impairment losses (AIL) and business tax and surcharge (BTS), which will also have an impact on operating efficiency. This paper can provide reliable suggestions for the development of agricultural listed companies, and thus guide the healthy operation of agricultural companies.
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Study of Factors Affecting Consumers’ Willingness to Pay for Certified Traceable Pork in Yanbian
Shuang-Yu HU,Shi-Yong Piao,Zhi-Run Li,손우총,Xuan-You Jin,이종인 경상국립대학교 농업생명과학연구원 2021 농업생명과학연구 Vol.55 No.3
With the development of the economy and the continuous improvement of people’s living standards, consumers’ increasing demand for safe food has become an inevitable trend of social development. On the one hand, food safety is an urgent social problem needed to be solved in China. On the other hand, the food safety guarantee method based on a traceability system is popular. This paper systematically studies the influencing factors of consumers’ willingness to pay for the extra price of traceable pork in the Yanbian area through empirical analysis. The result showed that consumers’ attitude and subjective norms, and perceived behavior control, have significantly positively affect consumers’ willingness to pay the extra price. Meanwhile, consumers’ perceived risk of traceable pork significantly moderates the effect on consumers’ attitude and willingness to pay an extra price. The results can provide the corresponding reference for government agencies to formulate policies and provide valuable suggestions for enterprises to develop a pork traceability market to realize the development of a pork traceability system in the Yanbian area to ensure consumers’ food safety.
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