가정과삶의질연구 (Journal of Families and Better Life)

  • 제34권3호
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  • Pages.95-111
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  • 2016
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  • 2765-1932(pISSN)
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  • 2765-2432(eISSN)
가정과삶의질학회 (Korean Home Management Association)
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유아용 단행본과 전집 그림책에 대한 어머니의 만족도, 구전의도 및 재구매의도에 영향을 미치는 요인

Factors Affecting Mother's Satisfaction, Word-of-mouth, and Repurchase Intention for the Complete Collection and Monography Picture Books

  • Choi, Naya (Department of Child & Family Studies, The Catholic University of Korea) ;
  • Kim, Se Young (Department of Social Welfare, Shingyeong University)
  • 투고 : 2016.03.15
  • 심사 : 2016.06.13
  • 발행 : 2016.06.30
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초록

The purpose of this study was to compare the factors affecting mother's satisfaction, word-of-mouth, and repurchase intention for the complete collection and monography picture books. Questionnaires from 323 5-year-olds' mothers in Seoul and Kyunggi province were analysed. The findings are as follows. Firstly, mother's product involvement and dual readership, and child's preference for picture books were common effective factors to improve mother's satisfaction, word-of-mouth, and repurchase intention. Secondly, reflection of child's opinions explained mother's satisfaction, word-of-mouth, and repurchase intention only for the monography, not for the complete collection. Thirdly, mother's product involvement had a direct effect on the repurchase intention of monography, while mother's subjective knowledge was more important for the repurchase intention of the complete collection.

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