소개글
[소비자행동] 음식산업의 이력추적제(영문)에 대한 자료입니다.
목차
1.Importance of Trust to Consumer
2.Consumer’s Perceived Risk
3.Traceability in Food Industry
4.Current Situation & Suggestion
5.Conclusion
본문내용
Consumer trust affects intention/actual transaction by affecting usefulness, ease of use, and perceived risk
The level of risk a consumer believes exists
regarding the purchase of a specific product
from a specific retailer, whether or not
that belief is factually correct.
by Richard A. Ashley, University of Connecticut
Overall Perceived Risk
- Associated with the
Product category
Product Specific Risk
Will the product perform as I expect?
→ Delivering the required benefit
Am I doing the right thing?
→ Improving Self-image
Can the product hurt me?
→Affecting Health and LifeCan I afford the purchase?
→Providing value for money
What will my peers think?
→Result in Responses from others
How much time did I expend to purchase? →Compensating Time