농수산물 공동브랜드의 만족도가 구매와 지속적 재구매에 미치는 영향관계 및 만족요인 분석

Abstract

There are increasing number of joint brands of local governments thanks to the government and local government support and endeavors. However, they experience various difficulties in low awareness and marketing. Accordingly, the aim of this study is to examine the effect of satisfaction of joint brands of agricultural products of Chungcheongnam-do on purchase and continual repurchase. Analysis was carried out with a statistical analysis method, which used samples of joint brands of agricultural and marine products of fifteen cities and districts in Chungcheongnam-do. The final sample count from consumer questionnaire survey is 340, and the survey was conducted among surveyee over the age of 20 including tertiary students, company employee, government employee, self-employed people and housewives. According to the analysis result, firstly, there was positive (+) relation in quality, price and design on local agricultural product joint brands. Second, the factor of quality among satisfaction elements had the greatest influence on purchase and continual purchase of joint brand products. To the contrary, ‘design factor’ was the least influential. For continual repurchase, ‘price factor’ and ‘design factor’ had the least influence. Third, when the differentiated by characteristics of purchase product of local agricultural product joint brands, it had differences by characteristics. Thus, these show that satisfaction on agricultural and marine joint brands have an effect on both purchase and continual repurchase. In addition, through the research result, it has been found that a ‘quality factor’ is the most effective factor on consumer’s purchase and continual repurchase. While this study is not appropriate to make general conclusion for all joint brands in local governments due to the limited sample, this study is significant in that it reviewed the use status of local agricultural product joint brands at this point.