편의점 PB상품에 대한 대학생의 소비자 만족이 재 구매의도에 미치는 영향 : 신뢰의 매개효과

Abstract

In this study, consumer satisfaction was divided into cognitive responses before purchase and emotional evaluation after purchase, and this study focused on college students in their 20s. The purpose of this study was to verify the effect of expectation fulfillment of consumer satisfaction on convenience store PB food, the relationship between consumption emotion, trust, and repurchase intention. In addition, the effect of consumption satisfaction and repurchase intention was verified as a mediating effect of trust. For the empirical analysis of this study, four universities located in Daejeon Metropolitan City were selected and visited and mailed for four days from October 14 to 18, 2019 to collect 300 copies. A total of 275 samples were used for empirical analysis, except for 25 parts, which were not statistically usable. Hypothesis 1, Consumption related emotion of consumer satisfaction had a positive effect on trust. Hypothesis 2, Consumption related emotion of consumption satisfaction had a positive effect on repurchase intention. Hypothesis 3, Trust had a positive effect on repurchase intentions. Hypothesis 4, consumption related emotions of consumption satisfaction had a positive effect on repurchase intention through mediation of trust. As a result, it is necessary to have a competitive edge with a differentiated strategy from the existing brands so that the convenience of PB products owned by the convenience store can increase the high quality and low cost-performance ratio and lead to satisfaction and repurchase.