Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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Moderating Effects of Relationship among Purchase Motivation, Satisfaction, and Loyalty of Consumers in Farm Direct Markets

직거래 농산물 시장에서 성별에 따른 구매동기, 만족, 충성도의 구조 관계

  • Kim, Kyung-Hee (National Academy of Agricultural Science, Rural Development Administration) ;
  • Park, Duk-Byeong (National Academy of Agricultural Science, Rural Development Administration)
  • 김경희 (농촌진흥청 국립농업과학원) ;
  • 박덕병 (농촌진흥청 국립농업과학원)
  • Received : 2012.02.27
  • Accepted : 2012.04.09
  • Published : 2012.08.31
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Abstract

The study examined the moderating effects of the relationship among purchase motivation, satisfaction, and loyalty in a farmer-to-consumer direct market. Data were collected from 426 consumers of direct sale agricultural products who visited nine rural villages across the country. The SPSS 15.0 and LISREL 8.80 statistical package were used for frequency, reliability, exploratory factor, confirmatory factor, and path analysis. Results showed that 'product factor', 'experience factor' and 'economic factor' among purchase motivation had positive effects on satisfaction and satisfaction had positive effects on loyalty. The analysis also indicated that gender moderated the relationship among purchase motivation, satisfaction, and loyalty. Whereas product and economic factors among purchase motivations had positive effects on satisfaction in the male group, product and experience motivation were important factors for female group. These results could enable direct sales marketers to develop marketing techniques to expand farm sales.

Keywords

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