The Korean Journal of Food & Health Convergence (식품보건융합연구)

Korea Food & Health Convergence Association (한국식품보건융합학회)
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A Study on Food Repurchase Intention Using Nostalgia Marketing

  • Bo-Kyung Seo (Dept. of Addiction Rehabilitation and Social Welfare, College of Bio-Convergence, Eulji University) ;
  • Seong Soo CHA (Dept. of Food Science & Service, College of Bio-Convergence, Eulji University)
  • Received : 2023.05.28
  • Accepted : 2023.06.22
  • Published : 2023.06.30
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Abstract

This study aims to investigate the effect of the selection attribute of Newtro (New + Retro) product marketing, which is a recent topic in the food industry, on consumer satisfaction. Newtro marketing, also known as Newtro-style marketing, is a marketing strategy that emerged in South Korea, particularly in the food industry. Newtro marketing aims to appeal to consumers' nostalgia for the past while incorporating contemporary elements. As a research method, a survey was conducted on the importance of selection attributes and repurchase intention of Newtro food for consumer groups of various age groups ranging from teenagers to those in their 40s or older. To analyze the demographic content of the sample, frequency analysis of the SPSS statistical package was performed, and structural equation modeling was performed using the AMOS program for confirmatory factor analysis and discriminant validity analysis. The analysis results are as follows. First, Package Design, Perceived Healthiness, and Emotional Taste, optional attributes of Newtro marketing, significantly affected satisfaction. Second, satisfaction was found to have a statistically significant effect on repurchase intention. However, Functional Flavor did not statistically affect satisfaction. This study empirically analyzed the importance of consumers' selection attributes for the recently popular food Newtro marketing and suggested implications.

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References

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