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Consumer Sophistication in Food Industry
| DC Field | Value | Language |
|---|---|---|
| dc.contributor.advisor | 문정훈 | - |
| dc.contributor.author | 이동민 | - |
| dc.date.accessioned | 2018-11-12T00:54:58Z | - |
| dc.date.available | 2018-11-12T00:54:58Z | - |
| dc.date.issued | 2018-08 | - |
| dc.identifier.other | 000000153478 | - |
| dc.identifier.uri | https://hdl.handle.net/10371/143045 | - |
| dc.description | 학위논문 (박사)-- 서울대학교 대학원 : 농업생명과학대학 농경제사회학부(지역정보전공), 2018. 8. 문정훈. | - |
| dc.description.abstract | This study investigates the effect of consumer sophistication, a qualitative component of demand, on individual shopping behaviors and industry competitiveness. To do so, the study develops a measurement system to explicate consumer sophistication. To develop and validate an appropriate measurement of consumer sophistication, the study modifies the process first devised by Churchill Jr. (1979). A 12-item measurement system with three first-order constructs about consumer sophistication—opinion formulation, sensitivity, and exposure to variety—is suggested. Using the developed measurement tool, the effect of consumer sophistication on individual shopping behaviors is investigated. The results indicate that this new measurement of consumer sophistication explains not only general grocery purchasing behaviors (e.g., purchase amount) but also variety-seeking or new product-buying behaviors. The amount of product variety within a given product category is used as a proxy variable of consumer sophistication to examine product variety effect on the competitiveness of that product categorys industry in a given country. The results show that product categories with more variety exhibit significantly higher competitiveness than other product categories in the same country. This expands understandings about the role of product variety to explain the competitive advantage of a specific industry within a given country. | - |
| dc.description.tableofcontents | I. Introduction ………………………………………………….. 1
1. Background ………………………………………………………… 1 2. Study objectives ……………………………………………………. 5 3. Demand quality in Diamond model ……………………………….. 7 II. Measuring consumer sophistication ……………………….. 11 1. Theoretical background …………………………………………… 11 1.1 The consumer sophistication concept ……………………….. 11 1.2. Similar constructs in marketing studies …………………….. 15 2. Methods …………………………………………………………… 17 3. Measurement development process ………………………………. 19 3.1. Step 1: Specify domain and dimensionality of the construct .. 19 3.2. Step 2: Generate a sample of items and assess content validity 23 3.3. Step 3: Assess items and instrument ………………………… 25 3.4. Step 4: Assess internal validity and reliability ……………… 29 4. Discussion ………………………………………………………… 35 III. Shopping behavior of a sophisticated consumer ………….. 37 1. Theoretical background …………………………………………… 37 2. Research model …………………………………………………… 39 3. Methods …………………………………………………………… 43 3.1. Data collection and analysis ………………………………… 43 3.2. Operational definition of variables ………………………….. 45 4. Results …………………………………………………………….. 49 4.1. Descriptive statistics of variables …………………………… 49 4.2. Assessment of the measurement model …………………….. 53 4.3. Assessment of the structural model ………………………….. 55 5. Discussion ………………………………………………………… 61 5.1. Theoretical implications …………………………………….. 63 5.2. Practical implications ……………………………………….. 65 5.3. Limitations and further research …………………………….. 67 IV. The effect of consumer sophistication on industry competitiveness ………………………………………………………………… 69 1. Theoretical background …………………………………………… 69 1.1. Demand conditions in prior competitiveness-related studies ... 69 2. Research model and hypothesis …………………………………… 73 3. Research method and data ………………………………………… 77 3.1. Variable operationalization …………………………………. 77 3.2. Data collection ………………………………………………. 85 4. Results …………………………………………………………….. 91 4.1. Overall descriptive findings ………………………………… 91 4.2. Hypothesis testing ………………………………………….. 95 5. Discussion ………………………………………………………… 99 5.1. Theoretical implications ……………………………………… 99 5.2. Practical implications ……………………………………….. 103 5.3. Limitations and Further Research …………………………… 105 V. Conclusion ……………………………………………….. 107 References …………………………………………………… 109 Appendix A. Survey Questionnaires (Chapter II) ………………………. 119 Appendix B1. Correlation table for ramyun data (Chapter III) …………. 121 Appendix B2. Correlation table for tomato data (Chapter III) …………… 122 Appendix C1. Correlation table (Chapter IV) …………………………… 123 Appendix C2. Average number of variety per product category, per country …………………………………………………………………………… 124 Appendix D1. RCA per product category, per country …………………. 125 Appendix D2. RSCA per product category, per country ………………… 126 Appendix D3. NEI per product category, per country …………………… 127 Appendix E. Result of linear regression (Chapter IV) …………………… 128 | - |
| dc.language.iso | en | - |
| dc.publisher | 서울대학교 대학원 | - |
| dc.subject.ddc | 338.1 | - |
| dc.title | Consumer Sophistication in Food Industry | - |
| dc.type | Thesis | - |
| dc.description.degree | Doctor | - |
| dc.contributor.affiliation | 농업생명과학대학 농경제사회학부(지역정보전공) | - |
| dc.date.awarded | 2018-08 | - |
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