골재제품 지각품질이 만족과 구매후 행동에 미치는 영향

Abstract

This study analyzes the following two questions through direct verification. First, how will the perceived quality of natural aggregates affect the satisfaction level with the products? Second, how will this satisfaction level affect the word of mouth, cooperation, and repurchase intention, which represent the post-purchase behaviors of users? For the empirical analysis, data was collected from users of aggregate products in Busan and Gyeongsangnam-do for 92 days from March 1 to May 31, 2017. A total of 400 questionnaires were distributed and 373 questionnaires were recovered (recovery rate 93.3%). Excluding 13 questionnaires that answered insincerely, a total of 360 valid questionnaires were finally analyzed using IBM SPSS Statistics version 23.0 for Windows and AMOS 23.0. The results of this empirical analysis are as follows. First, the analysis results of the hypothesis on the relationship between the perceived quality and satisfaction level for aggregate products revealed that the product quality, logistic service quality, price-related quality, and consumer-oriented quality had significant relationships with the satisfaction level. Second, the analysis results of the hypothesis on the relationship between the satisfaction level about the aggregate products and the post-purchase behaviors, the satisfaction level had significant relationships with word of mouth, cooperation, and repurchase intention. Third, the result of analysing the hypothesis on the relationship between the perceived quality of aggregate products and post-purchase behaviors by applying the modified research model, logistic service quality, price-related quality, and consumer-oriented quality had significant effects on word of mouth, and price-related quality had a significant effect on cooperation. Furthermore, logistic service quality, price-related quality, and consumer-oriented quality had significant effects on the repurchase intention.