베이글 선택속성이 만족도와 재구매의도에 미치는 영향 - 식이자기효능감의 조절효과 - = The Effect of Bagel Selection Attributes on Satisfaction and Repurchase Intention - Focusing on the Moderating Effect of Dietary Self-Efficacy -

다국어 초록 (Multilingual Abstract)

This study aims to investigate the effects of bagel selection attributes on customer satisfaction and repurchase intention, with a focus on the moderating effect of dietary self-efficacy. Data were collected through an online survey, and a total of 306 valid responses were used for analysis. Structural equation modeling (SEM) was employed to test the proposed research model and hypotheses. The results indicate that health and nutrition attributes, product quality attributes, and convenience/meal-replacement attributes have significant positive effects on customer satisfaction. Among these factors, health and nutrition attributes showed the strongest influence. In contrast, emotional and visual attributes were found to have no significant effect on customer satisfaction. Furthermore, customer satisfaction has a significant positive effect on repurchase intention. The mediation analysis revealed that customer satisfaction partially mediates the relationship between bagel selection attributes and repurchase intention. In addition, the moderating effect analysis showed that dietary self-efficacy significantly moderates the relationship between health and nutrition attributes and customer satisfaction, while no moderating effect was found in other relationships. This study contributes to the literature by focusing on bagels as a specific product category and by examining the structural relationships among selection attributes, customer satisfaction, and repurchase intention. The findings suggest that functional attributes, particularly health-related factors, play a crucial role in shaping consumer responses in the bagel market.