Date of Award
2012
Publisher
North Dakota State University
Document Type
Thesis
Degree Awarded
Master of Science (MS)
Program
Agribusiness and Applied Economics
Department
Agribusiness and Applied Economics
College
Agriculture, Food Systems and Natural Resources
Faculty Advisor
Koo, Won W.
Description
Three cases of food safety issue occurred in South Korea were chosen to test whether message frames influence on consumers’ purchasing intention. In addition, this study not only investigates the relationships among constructs, but also evaluates the path coefficients of rela-tionships. Empirical Results indicates that consumers’ intention to purchasing was negatively affected by message frames including negative headline, negative information and less amount of information. Also, knowledgeable group was more sensitive to prior-knowledge with respect to their attitude than other group when there are food risks around. Group received negative mes-sage reacted more sensitively to trust than group received relatively positive message.
Recommended Citation
Han, Daehee, "A Study on Consumers’ Purchasing Intention According to Message Frame Regarding Food Safety Issues" (2012). Agribusiness and Applied Economics. 37.
https://digitalcommons.ndsu.edu/agribusiness-applied-econ/37
Rights
NDSU policy 190.6.2
Rights Link
https://www.ndsu.edu/fileadmin/policy/190.pdf
Handle Identifier
https://hdl.handle.net/10365/26681