녹차소비자의 구매동기, 만족, 충성도의 관계: 성별의 조절효과
분야
사회과학 > 경영학
저자
김경희 ( Kyung Hee Kim ) , 박덕병 ( Duk Byeong Park )
발행기관
한국외식경영학회
간행물정보
외식경영연구 2011년, 제14권 제5호, 71~92페이지(총22페이지)
파일형식
86700871.pdf [무료 PDF 뷰어 다운로드]
  • ※ 본 자료는 참고용 논문으로 수정 및 텍스트 복사가 되지 않습니다.
  • 구매가격
    6,200원
    적립금
    186원 (구매자료 3% 적립)
    이메일 발송  스크랩 하기
    자료 다운로드  네이버 로그인
    영문초록
    The purpose of this study was to examine the structural relationships among the purchase motivation, satisfaction, and loyalty of green tea consumers, including the moderating effect of gender. Data were collected from 614 residents of Seoul and Gyeonggi-do Province who were 20-years-old and older and who had purchased green tea. The SPSS 15.0 and LISREL 8.80 statistical package were used for the analysis, and frequency, reliability, an exploratory factor analysis, a confirmatory factor analysis, and a path analysis were conducted. Four dimensions of green tea purchase motivation were identified from 18 variables: social, event, health, and self-satisfaction. Both social and event motivation among green tea purchase motivations had a positive effect on satisfaction, and satisfaction had a positive effect on loyalty. The analysis indicated that gender moderated the relationship among purchase motivation, satisfaction, and loyalty of green tea consumers. The results could enable green tea marketers to develop marketing techniques that could expand green tea consumption.
    사업자등록번호 220-87-87785 대표.신현웅 주소.서울시 서초구 방배로10길 18, 402호 대표전화.070-8809-9397
    개인정보책임자.박정아 통신판매업신고번호 제2017-서울서초-1765호 이메일 help@reportshop.co.kr
    copyright (c) 2009 happynlife. steel All reserved.