스토리텔링 마케팅이 소비자의가치 인식 및 가격 지불의사에 미치는 영향 분석 -스마트팜 재배 과채류를 사례로- (An Analysis of the Effect of Storytelling Marketing on Consumers’ Value Perception and Willingness to Pay -The Case of Fruits and Vegetables Grown in Smart Farms-)

서지정보

· 발행기관 : 한국유기농업학회
· 수록지 정보 : 한국유기농업학회지 / 32권 / 2호 / 203 ~ 231페이지
· 저자명 : 김성휘, 이춘수

초록

Smart farm farmers invest a lot of facility costs, time and effort. Product differentiation using storytelling marketing is important for the profitability of smart farms, since it is not easy to differentiate products between fruits and vegetables grown in smart farms and conventional facilities. This study empirically analyzes the effect of storytelling marketing on consumers’ value perception and willingness to pay for fruit and vegetables grown in smart farms. For this purpose, the survey is conducted on 1,050 consumers and the main results are as follows. First, as a result of evaluating consumers’ value perception, consumers perceive the value of comparative products (product 2 and 3) to be higher than the base product (product 1). Product 2 and 3 provide richer stories than product 1. Second, the willingness to pay for product 3, which provides the richest story, was the highest, followed by product 2, and then product 1. This means storytelling marketing could be an effective strategy that increases the value of fruits and vegetables grown in smart farms. Third, more than half of the respondents are willing to use QR codes when purchasing fresh agricultural products. Farmers could use QR codes to provide rich stories for effective storytelling marketing.

영어초록

Smart farm farmers invest a lot of facility costs, time and effort. Product differentiation using storytelling marketing is important for the profitability of smart farms, since it is not easy to differentiate products between fruits and vegetables grown in smart farms and conventional facilities. This study empirically analyzes the effect of storytelling marketing on consumers’ value perception and willingness to pay for fruit and vegetables grown in smart farms. For this purpose, the survey is conducted on 1,050 consumers and the main results are as follows. First, as a result of evaluating consumers’ value perception, consumers perceive the value of comparative products (product 2 and 3) to be higher than the base product (product 1). Product 2 and 3 provide richer stories than product 1. Second, the willingness to pay for product 3, which provides the richest story, was the highest, followed by product 2, and then product 1. This means storytelling marketing could be an effective strategy that increases the value of fruits and vegetables grown in smart farms. Third, more than half of the respondents are willing to use QR codes when purchasing fresh agricultural products. Farmers could use QR codes to provide rich stories for effective storytelling marketing.

참고자료

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