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논문 기본 정보

자료유형
학술저널
저자정보
김경희 (성신여자대학교 식품영양학과) 한영숙 (성신여자대학교 식품영양학과)
저널정보
한국식품조리과학회 한국식품조리과학회지 한국식품조리과학회지 제27권 제2호
발행연도
2011.1
수록면
83 - 94 (12page)

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The purpose of this study was to analyze the structural relationships among selection attributes, satisfaction, and loyalty of green tea consumers, including their moderating effect of involvement. Questionnaires were administered to residents of Seoul and Gyeonggi-do province, who were 20 years old and older and who had purchased green tea. A total of 700 questionnaires were distributed, and 658 were finally used in the analysis. SPSS 15.0 and LISREL 8.80 were used for the analysis. Selection attributes had a significant effect on satisfaction, and statistical significance was observed with regard to factors such as marketing, production, sensory evaluation, and brand. No significant direct effect was observed between selection attributes and loyalty. Additionally, satisfaction had a significant effect on loyalty. The marketing factor had a negative effect on satisfaction in both the low- and high-involvement groups. The brand factor had a positive effect on satisfaction in the low involvement group, suggesting that developing and promoting a popular brand is essential. Sensory and utility factors had a positive effect on satisfaction in the high involvement group.

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