이용충족이론을 적용한 로컬 푸드 이용 소비자의 소비행동 연구

Abstract

This study applied the use-gratification theory to investigate the relationship between usage motivation on usage satisfaction and repurchase intention among consumers nationwide who have experience purchasing local food. The survey was conducted for 14 days from August 1 to August 14, 2023, and a final 270 questionnaires were collected. Statistical techniques for empirical analysis included demographic frequency analysis, confirmatory factor analysis, reliability analysis, correlation analysis, structural equation model analysis. The Research analysis results are as follows. First, familiarity had a significant positive(+) influence on usage satisfaction. Second, safety had a significant positive(+) influence on usage satisfaction. Third, altruism had not a significant positive(+) influence on usage satisfaction. Fourth, economic had a significant positive(+) influence on usage satisfaction. Fifth, usage satisfaction had a significant positive(+) influence on repurchase intention. Significant implications were provided through the conclusion.