ISSN 1598-4877
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°¨¼ºÀÌ ¼Òºñ(»ï°ã»ì ±¸¸Å¾×)¿¡ ¹ÌÄ£ ¿µÇâÀ» ÆľÇÇÏ°í, µÅÁö°í±â ¼Òºñ ÃËÁø ¹æ¾ÈÀ» ¸ð»öÇÏ°íÀÚ, ´ÙÃþ¸ðÇüÀ» È°
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ºóµµÀ̸ç, 2¼öÁØ º¯¼ö´Â µÅÁö°í±â °ü·Ã ´º½º¿Í SNSÀÇ °¨¼º ºÐ¼® °á°ú¸¦ ÀÌ¿ëÇÏ¿´´Ù. ºÐ¼® °á°ú, µÅÁö°í±â °ü·Ã
´º½º ºóµµ´Â »ï°ã»ì ±¸¸Å¾×¿¡ ºÎÁ¤ÀûÀÎ ¿µÇâÀ» ¹ÌÄ¡¸ç, ´º½º¿¡¼ ¾ð±ÞµÈ µÅÁö°í±â °ü·Ã º¸µµ ³»¿ëÀÌ ºÎÁ¤ÀûÀÏ
¶§ ¿µÇâÀÌ ´õ Å« °ÍÀ¸·Î ³ªÅ¸³µ´Ù. ´Ü¸é¿¡, µÅÁö°í±â °ü·Ã SNS ºóµµ°¡ ¸¹¾ÆÁú¼ö·Ï »ï°ã»ì ±¸¸Å±Ý¾×¿¡ ±àÁ¤Àû
¿µÇâÀ» ¹ÌÄ¡°í, SNS ¾ð±Þ ³»¿ëÀÌ ±àÁ¤ÀûÀÏ ¶§ ¿µÇâÀÌ ´õ Å« °ÍÀ¸·Î ³ªÅ¸³µ´Ù. º» ¿¬±¸¸¦ ÅëÇØ, ¾ÆÇÁ¸®Ä«µÅÁö¿
º´ ¹ß»ý ½Ã±â ÀüÈÄ, »ï°ã»ì ±¸¸Å¾×Àº µÅÁö°í±â °ü·Ã ´º½º¿Í SNS ¸ðµÎ¿¡ ¿µÇâÀ» ¹Þ°í, µÅÁö°í±â¿¡ ´ëÇÑ ±àÁ¤Àû
ÀÎ SNS°¡ »ï°ã»ì ±¸¸Å¾× Áõ°¡¿¡ ¿µÇâÀ» ÁÖ´Â °ÍÀ¸·Î ³ªÅ¸³µ´Ù. µÅÁö°í±â ¼Òºñ °¨¼Ò ½Ã, SNS¸¦ ÅëÇÑ ¼Òºñ ÃËÁø
¹æ¾ÈÀÌ ÇÊ¿äÇÒ °ÍÀ¸·Î ¿©°ÜÁø´Ù.
As the influence of agri-food-related news and social network service (SNS) on food consumption
has increased, there also has been increased interest in the influence of news reports and SNS related
to livestock diseases on agri-food consumption. Previous studies dealt with the frequencies of news
and SNS related to livestock diseases and their effects on agrifood consumption, however, it is difficult
to find a study that investigated the effects of frequency and contents of livestock disease-related
information on livestock consumption. In this study, a multi-level study was applied to identify the
effects of pork-related news and SNS on consumption in terms of purchase amount before and after
the outbreak of African Swine Fever (ASF) in South Korea and to find a way to promote pork
consumption. For the multi-level study, level 1 variables include pork retail price and pork-related news
and SNS frequency, and level 2 variables include the sentiment analysis results of pork-related news
and SNS. Based on the results, it was found that the frequency of pork-related news had a negative
effect on the purchase of pork meat, and the effect was greater when the news contents were
negative whereas the frequency of pork-related SNS had a positive effect on the pork meat purchase,
and the influence was greater when the SNS contents were positive. In summary, our results suggest
that before and after the ASF outbreak, the purchase of pork meat was affected by both pork-related
news and SNS, and positive SNS on pork is related to the increase in pork meat purchase. Our results
can be applied to promote pork consumption when pork consumption is reduced.