수산시장 점포 선택요인이 구매의도에 미치는 영향: 대학생을 사례로

초록

The purpose of this study was to empirically examine the effects of store selection factors in fish markets on purchase intention among university students. Product quality, price, service and trust, hygiene and environment, SNS and external reputation, and convenience were set as independent variables, and purchase intention was set as the dependent variable. Data collection was conducted on university students located in Tongyeong, Gyeongsangnam-do, and a total of 142 valid questionnaires out of 145 were used for analysis. For statistical analysis, descriptive statistics analysis, factor analysis, reliability analysis, correlation analysis, and multiple regression analysis were performed using the Python program. As a result of the analysis, it was found that university students recognized product quality, hygiene and environment, and price factors as important. However, as a result of multiple regression analysis, it was confirmed that price, hygiene and environment, and convenience factors had a significant positive (+) effect on purchase intention, and in particular, price factors had the greatest influence. On the other hand, product quality, service and trust, SNS and external reputation factors did not have a statistically significant effect. This study has academic significance in that it empirically identified the characteristics of university student consumers' use of the fish market, and presented practical implications that securing price competitiveness, maintaining hygiene levels, and improving ease of use are important to revitalize the fish market.

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