바이오 제품의 지각된 위험이 소비자 반응에 미치는 영향

Abstract

Choice in the important problem of consumer behavior. Since the effect of the choice can only be realized later after they make a purchase, consumers will bear the uncertainty, in other words, the risk. Not only these risks are perceived subjectively and psychologically by consumers, but also the choice of consumers can also be affected by the perceived risk. The purpose of this study is to grasp how does consumers' perceived risk affect the consumers' response to the purchase of medicine in the Korean market. The concrete objective of this study as follows. First, to reclassify the types of risk that consumers perceived and to investigate the validities of these types of risk. Second, to distinguish the differences of purchase behaviors which are affected by the perceived risk of consumers depending on the moderating effect of ”product origin” and ”regulatory focus”. Third, to give the suggestions for the effective marketing strategy and marketing promotion strategy to medical markets. The research findings are (1) the types of perceived risk were classified as financial risk, performance risk, physical risk, psychological risk, social risk, and time risk. (2) the level of consumers' response affected by the types of consumers' perceived risk was different according to the product origin and regulatory focus. These findings suggest that medical marketers need to grasp how do the types of consumers' perceived risk affect the consumers' response to the medicine products for planning a effective marketing strategy, moreover, with this findings, medical marketers can draw up a plan to help consumers to make better purchases and the correct-purchase behavior.