국가와 제품 이미지가 소비자 행동에 미치는 영향: 중국 제품 문화 경험이 있는 한국 소비자를 중심으로

여악양 한국문화산업학회 2024 문화산업연구 Vol.24 No.1

This study confirmed the impact of Chinese national image and product image on repurchase intention and the mediating effect of perceived expectations and consumer attitude in their relationship. As a result of the empirical analysis, first, it was confirmed that country image has a positive effect on intention to repurchase China. Second, product image was confirmed to have a positive effect on repurchase intention in China. Third, the mediating effect of perceived expectations in the relationship between country image and repurchase intention was found to have a partial mediating effect in the relationship between economic image and repurchase intention, and the relationship between cultural image and repurchase intention. It was confirmed that there was no mediation effect in the relationship between degrees. Fourth, the mediating effect of perceived expectations in the relationship between product image and repurchase intention was confirmed to have a partial mediating effect in the relationship between functional image and repurchase intention, and the relationship between symbolic image and repurchase intention. Fifth, the mediating effect of consumer attitude in the relationship between country image and repurchase intention was found to have a partial mediating effect in the relationship between economic image and repurchase intention, and the relationship between cultural image and repurchase intention. It was confirmed that there was a full mediation effect in the relationship. Sixth, the mediating effect of consumer attitude in the relationship between product image and repurchase intention was confirmed to have a partial mediating effect in the relationship between functional image and repurchase intention, and the relationship between symbolic image and repurchase intention.

인터넷 쇼핑몰의 상호작용성과 명성이 패션 제품 구매 시 신뢰와 재구매 의도에 미치는 영향

정명선(Chung, Myung-Sun),김은주(Kim, Eun-Ju) 전남대학교 생활과학연구소 2005 生活科學硏究 Vol.15 No.-

The purpose of this study were to identify the effect of interactivity and reputation of internet shopping malls on consumers and consumers, trust and repurchasing intention. The subjects of this study were 505 male and female adult consumers living in Gwangju, Korea. The data collected from the questionnaire were analyzed using frequency analysis, factor analysis, regression analysis, path analysis. The results were as follows: 1. The interactivity were categorized into two factors: interactivity of shopping mall to consumer and interactivity of consumer to consumer. 2. Interactivity of shopping malls positively influenced repurchase intention. The results analyzed were that interactivity of internet shopping mall types influenced repurchase intention, interactivity of shopping mall to consumer influenced repurchase intention both group buying malls and total shopping malls more than interactivity of consumer to consumer. 3. Reputation of shopping malls positively influenced repurchase intention. The result analyzed were that reputation of internet shopping mall types influenced repurchase intention, and the reputation of total shopping malls influenced repurchase intention more than the reputation of group buying malls. 4. Interactivity of shopping malls had indirect effects mediated by trust more than direct effects on repurchase intention. Reputation of shopping malls had direct effects more than indirect effects on repurchase intention mediated by trust. 1) Interactivity of shopping malls positively influenced trust. The results analyzed were that interactivity of internet shopping mall types influenced trust in the following ways: interactivity of consumer to consumer had a greater influence on trust in group buying malls, while interactivity of shopping mall to consumer had more influence on trust in total shopping malls. 2) Reputation of shopping malls positively influenced trust. The results analyzed were that reputation of internet shopping mall types influenced trust, and the reputation of total shopping malls influenced trust more than the reputation of group buying malls. 3) Trust positively influenced repurchase intention. The results analyzed were that trust of internet shopping mall types influenced repurchase intention, and trust of total shopping malls influenced repurchase intention more than trust of group buying malls.

The Effect of Service Quality on Customer Satisfaction and Repurchase Intention: Focusing on Supermarkets in Mongolia

Batsuuri Oyunbazar,Pan-Ting Song,강태원 한국무역연구원 2020 무역연구 Vol.16 No.5

Purpose This research is to check the effect of service quality on customer satisfaction and repurchase intention. This research is focused on the Mongolian supermarket service quality process for the supermarkets in Mongolia, for a comprehensive understanding. Design/Methodology/Approach The study was based on the SERVQUAL model as the main framework for the analysis of service quality. 208 valid questionnaires were collected. Through the statistical analysis of the data by SPSS 23.0, demographic analysis, factor analysis, reliability analysis, correlation analysis, and regression analysis were used to verify the hypothesis. Regression analyses were used to test the relationships between service quality, customer satisfaction, and repurchase intention. Findings The result of this study as follows. First, the main research was on customer service and whether customer can be satisfied with the service provided by the supermarket. We detail how customers assess service quality in supermarkets in Mongolia. Secondly, we verified if service quality had an effect on repurchase intention. Thirdly, the quality of service effect on customer satisfaction was significantly positive, and service quality had a positive and significant effect on repurchase intention, and customer satisfaction had a significant positive repurchase intention. Research Implications The main research was on customer service and whether consumers can be satisfied with the services provided by a supermarket. We researched how customers assess service quality in supermarkets in Mongolia, and if service quality had an effect on repurchase intention. The quality of service effect on customer satisfaction was significantly positive, service quality has a positive and significant effect on repurchase intention, and customer satisfaction has a significant positive repurchase intention.

An Empirical Study of Customers’ Satisfaction and Repurchase Intention on Online Shopping in Vietnam

Lan NGUYEN,Thu Ha NGUYEN,Thi Khanh Phuong TAN 한국유통과학회 2021 The Journal of Asian Finance, Economics and Busine Vol.8 No.1

This study aims to examine the factors that affect customer satisfaction and repurchase intention of online shoppers in Vietnam. We used the anklet method to collect information by sending the online questionnaire to Vietnamese people via social media like Facebook, Zalo, and instructed participants to fill out the survey. This study collected data randomly from 597 Vietnamese individuals who have experienced online shopping. Applying both qualitative and quantitative methods, we investigated the impacts of factors (responsiveness, trust, convenience, delivery, information quality and perceived website usability) on customer satisfaction and repurchase intention. The results revealed that: (1) Information quality, delivery, convenience, and perceived website usability have the most significant impacts on customer satisfaction and intention, (2) Trust moderately affects satisfaction and repurchase intention, (3) Responsiveness has no significant influence on repurchase intention and (4) Control variables, included gender and marital status also impacted satisfaction and repurchase intention because the study found that male customers are more satisfied than female customers and single people tend to repurchase at familiar websites more than the other people. The findings suggested that six mentioned factors have different levels of impacts on customer satisfaction and repurchase intention; moreover, the demographic factors also affect satisfaction and intention to repurchase.

Marketing Mix Strategy on Consumer Satisfaction and Repurchase Intention in Boxing Clubs

( Mi Hye Kim ),( Seung Yup Shin ) 국제태권도학회 2017 International Symposium for Taekwondo Studies Vol.2017 No.-

Purpose: The purpose of this study was to analyze the effect of the marketing mix strategy on consumer satisfaction and repurchase intention in boxing clubs. Methods: Questionnaires were composed of three sections: marketing mix, consumer satisfaction, and repurchase intention. The subjects of this study were 449 boxing club consumers. Correlation analysis and regression analysis were performed on SPSS Ver 21.0. Results: Correlation analysis of each factor revealed correlations between all factors of the marketing mix and all factors of consumer satisfaction. Also, the correlation between all factors of the marketing mix and repurchase intention were also shown as was a correlation of all factors of consumer satisfaction and repurchase intention. Product, place, and price of the marketing mix had a significant influence on economical satisfaction of consumer satisfaction; non-economical satisfaction of consumer satisfaction; and repurchase intention and economical satisfaction. Non-economical satisfaction of consumer satisfaction had a significant influence on repurchase intention. Conclusions: The results of this study offer many resources for developing program content in both quality and quantity as well as developing marketing strategy for boxing club consumers. To enhance consumer satisfaction and repurchase intention, it is important to use the marketing mix properly. The operator and the manager should provide the program for consumer, a clean and comfortable environment, the sports facilities and place, and reasonable boxing club fees.

소셜커머스 시장에서 지각된 관계혜택이 재구매의도와 구전의도에 미치는 영향: 만족의 매개효과 및 시장 전문성의 차이

성희원 ( Heewon Sung ),김은영 ( Eun Young Kim ) 한국패션비즈니스학회 2017 패션 비즈니스 Vol.21 No.2

The purposes of this study were to (a) identify dimensions of relational benefits in the social commerce market, (b) predict the effects of relational benefits on satisfaction, repurchase intention, and word of mouth (WOM) intention, (c) examine the mediating effects of satisfaction, and (d) compare the differences in the effects of relational benefits on satisfaction, repurchase intention, and WOM intention between the two groups of market mavenism. For collecting data, a self-administered questionnaire was undertaken by an online research agency. A total of 490 usable responses were obtained from consumers who have used social commerce sites. The sample included a slightly higher number of females (50.8%) than males and age was ranged from 20 years to 40 years. An exploratory factor analysis generated four factors of relational benefits such as confidence, convenience, special treatment, and information. Multiple regression models showed that confidence, convenience, and special treatment benefits were significant predictors of satisfaction and repurchase intention; the confidence and convenience benefits were significant for WOM intention. Satisfaction significantly mediated the relationship between relational benefits and repurchase intention, and the relationship between relational benefits and WOM intention. The group with high level of market mavenism more highly perceived the relational benefits than the other groups. Confidence benefit had a significant effect on repurchase intention regardless of the level of market mavenism, while convenience benefit had a significant effect on repurchase intention in the non-market maven group. This study discussed the managerial implications for customer relationship management in the social commerce marketplace.

중국에서의 소셜 커머스 특성과 소비자 특성이 재구매의도에 미치는 영향

Runze Wu,Jong-Ho Lee 한국유통과학회 2016 유통과학연구 Vol.14 No.5

Purpose – Social commerce is a certain way of how people buy some products together with others through the internet sites with mutual interactions among customers with the benefits of SNS when buying some products. At present, China market has some problems due to its rapid growing. However, empirical research or academic approach to social commerce has not been made enough. So, it is important for Chinese social market to develop and enlarge the customers with stability under the reliability and satisfaction. Also it is important for them to have repurchase intention. Nowadays, it is necessary to find the factors on customer satisfaction and trust, whereas consumers' dissatisfaction and unreliability are increasing on social commerce recently. In addition, researches on social commerce have been actively pursued by a variety of domestic and foreign scholars. However, researches on social commerce and Chinese market are short of, and they have some limitations because of the rapid growth of the market even though it is the early stage. The current situation requires researches on consumers' repurchase intention for continuing growth in the future according to the growth of Chinese social commerce. Research design, data, and methodology – The literature and the empirical studies are combined in order to achieve the purpose of the study. Deriving social commerce features and consumer properties as factors affecting the repurchase intention through the literature, and these factors have modeled a series of assumptions about the impact on satisfaction and trust, and is conducted to test the hypothesis and questionnaires are derived based on the variables discussed in the previous study. Appropriate measures were developed and tested on 227 respondents in China with a cross-sectional questionnaire survey. The path relationships of the research model were analyzed by SPSS 23.0 and Amos 23.0. Results – Research results about social commerce characteristics and factors affecting the repurchase intention are presented to Chinese market companies that adopt business models and consumer characteristics. In addition, this study focuses on the characteristics of social commerce, from two-dimensional characteristics of the consumer satisfaction, trust and the impact on the repurchase. Therefore, social commerce features and consumer properties based on the results of this study may lead the strategic implications that may increase the repurchase intention. Conclusions – The classification reviewing the previous findings related to social commerce and social commerce features affects social commerce repurchase (price discount, interactivity) and consumer characteristics (impulsivity, innovation, collectivism). It affects repurchase on factors and analyzes empirically. The empirical results identify major characteristics (social commerce characteristics, attributes) that affect the repurchase intention, and give the practical implications as well as the business strategies that are able to enhance social commerce repurchase consumers. Social commerce is a certain way of how people buy some products together with others through the internet sites with mutual interactions among customers with the benefits of SNS when buying some products.

장애인 직업재활시설 생산품의 만족과 재구매 의도에 관한 연구 : 계획된행동이론을 중심으로

오동록,나운환 한국직업재활학회 2016 職業再活硏究 Vol.26 No.1

This study was conducted to identify the influence factors of purchasers’ satisfaction and repurchase intention on products for disabled people. To do so, it applied the attitude on the behavior of planned behavioral theory (TPB), subjective norm, and technical norm, developed a structural equation model, and carried out a survey on 300 purchasers of products for disabled people. The research results were as follows. First, the variables having a positive influence on the attitude of the purchasers of products for disabled people were the product trust, order quality, customer service, and price of the products for disabled people. Second, the factors influencing the subjective norm were product trust, customer service, and price. Third, the factors having a positive influence on the technical norm were product trust, customer service, and price excluding product trust. Fourth, the subjective norm had a significant influence on satisfaction and repurchase intention on the products for disabled people, and purchasers’ attitude did not have any influence on repurchase intention. Fifth, the technical norm had a highly positive influence on the main purchasers of products for disabled people. This is an important result showing that the technical norm can become a more important variable than the attitude of purchasers in examining the satisfaction and repurchase intention toward the products of disabled people. This result shows that the technical norm, rather than purchasers’ attitude, can become a more important variable in examining the satisfaction and repurchase intention of products for disabled people. Size, during the repurchase of products for disabled people repurchase, customer service had a direct influence on repurchase intention while product trust and price had an influence on repurchase intention through the route of subjective norm of planned behavioral theory. Also, it was proved that customer service was an important variable that influenced repurchase intention as the indirect mediating effect of subjective norm. 본 연구는 장애인 생산품에 대한 구매자의 만족과 재구매 의도의 영향요인 파악하는데 계획된 행동이론(TPB)의 행동에 대한 태도와 주관적 규범, 기술적 규범을 적용하고 구조방정식 모형을 개발하여 장애인 생산품을 구매하는 구매담당자 300명을 대상으로 서베이를 실시하였다. 연구결과는 첫째, 장애인 생산품 구매자의 태도에 긍정적 영향을 주는 변인으로는 장애인 생산품의 제품 신뢰, 주문품질, 고객서비스, 가격인 것으로 나타났고, 둘째, 주관적 규범에 영향을 주는 요인으로는 제품신뢰, 고객서비스, 가격인 것으로 나타났다. 셋째, 기술적 규범에 영향을 주는 요인으로는 제품신뢰를 제외한 제품신뢰, 고객서비스, 가격의 변수들이 긍정적 영향을 주는 것으로 나타났다. 넷째, 주관적 규범은 장애인 생산품에 대한 만족, 재구매 의도에 모두 유의한 영향을 주고 있고, 구매자 자신의 태도는 재구매 의도에 영향이 없는 것으로 나타났다. 다섯째, 기술적 규범은 장애인 생산품구매자에게 중요한 사람들의 영향이 있고 크기 때문에 만족에 긍정적 영향이 있는 것으로 나타나장애인 생산품의 만족과 재구매 의도를 연구하는 데 있어 구매자의 태도보다도 기술적 규범이 더중요한 변수가 될 수 있음을 보여주는 중요한 결과라고 할 수 있다. 여섯째, 장애인 생산품 재구매과정에서 고개서비스는 재구매 의도에 직접적 영향이 있고, 제품신뢰와 가격은 계획된 행동이론의주관적 규범의 경로를 통하여 재구매 의도에 영향이 있으며, 고객서비스는 주관적 규범의 간접매개효과로 재구매 의도에 영향을 미치는 중요한 변수임을 증명하였다

홈 트레이닝 제품의 지각된 가치가 지속이용의도 및 재구매의도에 미치는 영향

김동규,한진욱,최경근 한국사회체육학회 2019 한국사회체육학회지 Vol.0 No.77

Purpose: The purpose of this study is to examine the relationships among home training product’s perceived value, intention to continuous use and repurchase intention. Method: Toward this end, a total of 201 respondents was selected using a convenient sampling method and responded to the survey questionnaire. 190 usable data were ultizi ed in data analyses procedure. Data were analyzed using the frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, and multivariate regression with SPSS 23.0. Results: Firstly, economic factor and functional factor had an influecne on the continuous use, while emotional factor did not. Secondly, economic factor and functiona lfactor had an influence on the repurchase i-n tention, while emotional factor did not. Thirdly. continuous use had not an influence on the repurchase intention. Conclusion: In order to improve the intention to continuos use and repuhrcase intention of home-training products marketers may emphasize the economic and functional vlaue of the home-training product. In addition, considering that there was a no significant relationship between intention to continuous use and repurchase intention, different marketing approach should be separately applied to improve intention to continuous and repurchase intention.

중국 소비자의 라이브 커머스의 특성이 시청몰입과 재구매의도에 미치는 영향

바씨아오쯔,최동오 국제e-비즈니스학회 2024 e-비즈니스 연구 Vol.25 No.2

본 연구에서는 비대면 시대에 소비자가 지각한 라이브 커머스의 특성을 구성하는 요소를 규명하고, 다른유형의 요소가 소비자의 시청몰입과 재구매의도에 미치는 영향에 대한 차이를 분석하였다. 본 연구에서라이브 커머스의 특성은 이용용이성, 정보성, 오락성과 경제성으로 분류되었다. 라이브 커머스의 특성과재구매의도 간의 영향 관계에서 소비자의 시청몰입의 매개효과도 검증하였다. 본 연구는 라이브 커머스를이용해 제품이나 서비스를 구매한 경험이 있는 중국 성인 소비자를 연구대상으로 선정하였다. 본 연구에서는 이런 비대면 시대에 소비자가 지각한 라이브 커머스의 특성을 구성하는 요소를 규명하고, 다른 유형의 요소가 소비자의 시청몰입과 재구매의도에 미치는 영향을 분석하였다. 또한, 다양한 특성이소비자의 행동변화에 미치는 영향 간의 차이를 비교 분석하였다. 마지막으로, 라이브 커머스의 특성과 재구매의도 간의 영향 관계에서 소비자의 시청몰입의 매개효과도 검증하였다. 분석 결과, 첫째, 라이브 커머스의이용용이성, 정보성, 경제성 특성이 시청몰입에 긍정적인 영향을 미치었으며, 이용용이성의 영향력이 가장높게 나타났다. 둘째, 정보성, 경제성 특성이 재구매의도에 직접적으로 긍정적인 영향에 미쳤으며, 경제성의영향력이 가장 높았다. 셋째, 소비자의 라이브 커머스를 시청할 때 몰입형성이 재구매의도에 직접적인 영향을주고, 라이브 커머스의 특성이 시청몰입을 통해 재구매의도에 간접적인 영향도 미친 것으로 나타났다. 본연구가 중국 소비자를 대상으로 소비패턴을 분석한 점은 중국 시장 뿐만 아니라 다른 국가에서도 활용 가능한전략적 시사점을 제시하여으로 주목할 가치가 있다. 또한, 중국 시장 진출에 대한 관심이 있는 기업들에게도중요한 정책자료로 제공될 수 있을 것이다. Research Purpose: In this study, we aimed to identify the live commerce’s characteristics perceived by consumers in the non-face-to-face era and explored the impact of these characteristics on consumers’ commitment and repurchase intention. In addition, we compared the differences between the effects of various characteristics on consumer behavior change (commitment, repurchase intention). Then, we verified the mediating effect of consumers' commitment in the relationship between the characteristics of live commerce and repurchase intention. Research Methods: Investigation of statistics for characteristics of live commerce, commitment, repurchase intention of Chinese consumers. SPSS and AMOS statistics program were used in this study. Results in Research: Firstly, the ease of use, informativeness, and payment characteristics were found to have a positive effect on commitment, and the informativeness and payment had a direct positive effect on repurchase intention. In addition, it was found that when consumers watch live commerce, flow has a direct effect on repurchase intention, and the characteristics of live commerce have an indirect effect on repurchase intention through commitment. Research Conclusion: The effect of improving repurchase intention can be expected by increasing live commerce's characteristic and commitment.