소비자의 수산물 안전 인식 영향요인 분석

This study aims to analyze factors that affect consumer"s perception of seafood safety. In this study, we considered the population-social characteristics, subjective perception･experience and reliability for seafood production-distribution-consumption stages as factors influencing the safety perception of seafood products. The dependent variable is the reliability of seafood product safety, and the analysis used the partial proportional odds model because the parallel regresstion assumption of the ordered logit model result was violated. The main results are as follows; Female had less confidence in seafood safety than male, and consumers of high age class have high reliability in seafood safety; Consumers who highly value the health benefits of seafood products have high reliability in the safety of seafood products; The greatest influence in recognizing the safety of seafood products is the reliability of the production stage. Therefore, in order to improve consumer"s perception of seafood safety, promotion and education in the safety of seafood products shall be conducted. And the reliability of the fisheries production stage should be strengthened. Finally, The government should provide safety information that meets consumer needs so that they can eat seafood with confidence.