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E-ISSN : 2288-2766
Effects of Consumer’s Individual Value on Product Selection Attribute and Re-purchase Intention
Shin， Choung-Seob
Young-Sim Choi
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Abstract
Purpose - The current study attempts to reveal the causal relationship and identify the interrelationships among individual value, product selection attribute, and re-purchase intention of consumers when purchasing kimchi. Research design, data, methodology - The surveys were distributed and retrieved to kimchi consumers in Seoul and Gyeonggi Province who were over 20 years old and who had purchased kimchi before. The current utilized the self-reporting survey as a research method. The survey was conducted from September 1, 2019 to September 30, 2019 (about one month), and a total of 500 questionnaires were distributed and 500 were collected and used for empirical analysis. Results – First, as a result of hypothesis 1 test, both internal value and external value had a significant effect. Second, as a result of hypothesis 2 test, while internal value had a significant effect, external value did not have a significant effect. Third, as a result of hypothesis 3 test, while internal value had a significant effect, external value did not have a significant effect. Fourth, as a result of hypothesis 4 test, all quality, brand, and price had a significant effect. Fifth, as a result of hypothesis 5 test, while internal value had a significant effect, external value did not have a significant effect. Conclusions – The current study aims to establish marketing and service strategies to maximize profits and secure competitive advantage in the kimchi industry through changes in the management strategy of the Korean kimchi industry.
- keywords
- customer, individual value, product selection attribute, re-purchase intention
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