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http://dx.doi.org/10.7318/KJFC/2012.27.4.331

Moderating Effects of Relationship among Purchase Motivation, Satisfaction, and Loyalty of Consumers in Farm Direct Markets  

Kim, Kyung-Hee (National Academy of Agricultural Science, Rural Development Administration)
Park, Duk-Byeong (National Academy of Agricultural Science, Rural Development Administration)
Publication Information
Journal of the Korean Society of Food Culture / v.27, no.4, 2012 , pp. 331-339 More about this Journal
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
Purchase motivation; direct marketing; agricultural product; gender;
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Times Cited By KSCI : 1  (Citation Analysis)
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