- Log In/Sign Up
- P-ISSN2765-6934
- E-ISSN2765-7027
- KCI
ISSN : 2765-6934
The Effect of Brand Trust of Home Meal Replacement on Repurchasing in Online Shopping
Abstract
Purpose - This study aims to investigate the effect of brand image and trust of a home meal replacement (HMR) industry on customer satisfaction and repurchase during online shopping. Research design, data, and methodology – With 217 questionnaires, this study was conducted by AMOS 20.0, and the Structural Equation Model (SEM) as statistical method was used for examining the hypotheses in this study. Factors such as brand image and brand trust in customer shopping for HMR products online were tested, and relationships between satisfaction and repurchase were studied. Results – Brand image and brand trust in terms of online shopping for HMR were found to affect satisfaction significantly; in addition, the path where satisfaction leads to repurchase was found to be significant. However, brand image and brand trust for HMR in online shopping differed depending on customer age groups. The path-coefficients from brand image of HMR in online shopping to satisfaction were more significant in the older age group; meanwhile, the path-coefficient from brand trust to satisfaction was significant in the younger age group. Conclusions – Results of the study suggested the importance of the attributes for buying HMR products online and provided meaningful implications of difference between age groups when they choose the products.
- keywords
- Home Meal Replacement, Online shopping, Brand image, Brand trust, Age group.
Reference
Ahn, G. S., Lee, J. R., & Min, K. H. (2005). The Structural Relationship of Brand Image, Brand Trust, and Brand Loyalty. Advertising Research, 69, 115-137.
Cha, S. S., & Lee, S. H. (2018). The Effects of HMR Selection Attributes on Repurchase Intention by Shopping Channels. Journal of Distribution Science, 16, 1-10.
Cha, S. S., & Noh, E. J. (2018). The Effects of Menu and Brand of Korean Buffet Restaurant on Perceived Taste Quality and Satisfaction. Journal of Distribution and Management Research, 21(1), 23-30.
Cha, S. S., & Seo, B. K. (2018). The Factors influencing Customer Satisfaction with and Revisiting Coffee Shops in Korea. Culinary Science & Hospitality Research, 24(2), 1-7.
Cha, S. S., & Park, C. (2014). The factors of complex shopping mall influencing customer satisfaction in Korea. Journal of distribution research,19(4), 91-116.
Cha, S. S., & Park, C. (2017). Consumption value effects on shopping mall attributes: Moderating role of on/off-line channel type. Journal of Distribution Science, 15, 5-12.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of marketing, 65(2), 81-93.
Cho, E. J., & Han, Y. S. (2004). A study on the food purchasing status through on-line. off-line food market. Journal of the Korean Society of food culture, 19(6), 678-690.
Cravens, D. W., & Piercy, N. (2006). Strategic marketing (Vol. 6). New York, NY: McGraw-Hill.
Lee, B. S., Park, K. H., & Cho, J. H. (2011). A study on the effect of selection attributes on consumer satisfaction and repurchase intention about HMR-In case of ready-to-endcook. Culinary science and hospitality research, 17(2),85-97.
Esch, F. R., Langner, T., Schmitt, B. H., & Geus, P. (2006). Are brands forever? How brand knowledge and relationships affect current and future purchases. Journal of Product & Brand Management, 15(2), 98-105.
Gibson, M. (1999). Home meal replacement in Europe revolution or evolution. The hospitality review, 4, 234-243.
Han, J. S., & Lee, H. J. (2017). Effects of corporate image on HMR brand image, HMR product attitude and HMR behavioral intention. Culinary Science & Hospitality Research, 23(3), 77-88.
Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. Journal of marketing, 60(3), 50-68.
Homburg, C., Koschate, N., & Hoyer, W. D. (2005). Do satisfied customers really pay more? A study of the relationship between customer satisfaction and willingness to pay. Journal of Marketing, 69(2), 84-96.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.
Keller, K. L., Parameswaran, M. G., & Jacob, I. (2011). Strategic brand management: Building, measuring, and managing brand equity. India, Delhi: Pearson Education India.
Kim, J. H., Han, M. Y., & Kim, H. J. (2002). The Effects of Evaluations of Web Service on the Brand Trust and Brand Loyalty. Korean Psychological Association, 3(1), 33-51.
Kim, W. R., & Ko, J. M. (2016). A study on the effects of product attributes on the achievements of online shopping malls: with a focus on SOHO malls. The e-Business Studies, 17(17), 93-110.
Kotler, P. (1994). Marketing management, analysis, planning, implementation, and control. Upper Saddle River, NJ: Prentice Hall.
Kotler, P. (2007). Marketing Management–The Millennium Edition Prentice Hall of India Private Limited. New Delhi, 35-8.
Lafferty, B. A., & Goldsmith, R. E. (1999). Corporate credibility’s role in consumers’ attitudes and purchase intentions when a high versus a low credibility endorser is used in the ad. Journal of business research, 44(2), 109-116.
Lee, H. Y., Chung, L., & Yang, I. (2005). Conceptualizing and prospecting for home meal replacement (HMR) in Korea by Delphi technique. Korean Journal of Nutrition, 38(3), 251-258.
Lim, C. (2012). The effect of consumer's perceptual characteristics for PB products on relational continuance intention: Mediated by brand trust and brand equity. Journal of Distribution Research, 17(5), 85-111.
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of marketing research, 17(4), 460-469.
Oliver, R. L. (1993). Cognitive, affective, and attribute bases of the satisfaction response. Journal of consumer research, 20(3), 418-430.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1994). Alternative scales for measuring service quality: a comparative assessment based on psychometric and diagnostic criteria. Journal of retailing, 70(3), 201-230.
Seo, K. H., Choi, W. S., & Lee, S. B. (2011). A study on the influence of the selective attributes of home meal replacement on perceived utilitarian value and repurchase intention: Focus on consumers of large discount and department stores. Journal of The East Asian Society of Dietary Life, 21(6), 934-947.
Yang, S. J., & Cho, Y. B. (2015). The effect of online shopping mall featured HMR Selection attributes on satisfaction and repurchasing intention. Korean Journal of Culinary Research, 21(6), 76-90.
Wolfinbarger, M., & Gilly, M. C. (2001). Shopping online for freedom, control, and fun. California management review, 43(2), 34-55.
Xie, Y., & Peng, S. (2011). How do corporate associations influence customer relationship strength? The effects of different types of trust. Journal of Strategic Marketing, 19(5), 443-454.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations