Korean journal of food and cookery science (한국식품조리과학회지)

Korean Society of Food and Cookery Science (한국식품조리과학회)
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A Study on the Structural Relationships among Selection Attributes, Satisfaction, and Loyalty of Green Tea Consumers: The Moderating Effect of Involvement

녹차 소비자의 선택속성과 만족이 충성도에 미치는 영향 연구: 관여도의 조절효과

  • Kim, Kyung-Hee (Department of Food and Nutrition, Sungshin Women's University) ;
  • Han, Young-Sook (Department of Food and Nutrition, Sungshin Women's University)
  • 김경희 (성신여자대학교 식품영양학과) ;
  • 한영숙 (성신여자대학교 식품영양학과)
  • Published : 2011.04.30
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Abstract

The purpose of this study was to analyze the structural relationships among selection attributes, satisfaction, and loyalty of green tea consumers, including their moderating effect of involvement. Questionnaires were administered to residents of Seoul and Gyeonggi-do province, who were 20 years old and older and who had purchased green tea. A total of 700 questionnaires were distributed, and 658 were finally used in the analysis. SPSS 15.0 and LISREL 8.80 were used for the analysis. Selection attributes had a significant effect on satisfaction, and statistical significance was observed with regard to factors such as marketing, production, sensory evaluation, and brand. No significant direct effect was observed between selection attributes and loyalty. Additionally, satisfaction had a significant effect on loyalty. The marketing factor had a negative effect on satisfaction in both the low- and high-involvement groups. The brand factor had a positive effect on satisfaction in the low involvement group, suggesting that developing and promoting a popular brand is essential. Sensory and utility factors had a positive effect on satisfaction in the high involvement group.

Keywords

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