S-O-R 프레임워크를 활용한 친환경 식품 소비가치가 소비자 만족도와 재구매 의도에 미치는 영향

Abstract

This study was examine the effect of S-O-R framework to confirm how eco-friendly food consumption value affects consumer satisfaction and how consumer satisfaction affects repurchase intention. In addition, The moderating effect of product familiarity between consumer satisfaction and repurchase intention was verified. The results of this study are as follows. First, as a result of verifying the degree of influence of eco-friendly food consumption value factors on consumer satisfaction, it was found that functional value and emotional value had a significant effect on consumer attitude. Second, as a result of verifying the degree of influence of consumers' satisfaction purchasing eco-friendly food on repurchase intention, it was found that consumer satisfaction has a significant effect on repurchase intention. Third, as a result of verifying the moderating effect of product familiarity and consumer satisfaction purchasing eco-friendly food on repurchase intention, both objective familiarity and subjective familiarity had a moderating effect between consumer satisfaction and repurchase intention when purchasing eco-friendly food