비건식품의 선택동기와 태도, 고객만족 및 재구매 의도와의 구조관계 연구
A Study on the Structural Relationships Between Motivation for Choosing Vegan Food, Attitudes, Customer Satisfaction and Repurchase Intention
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This study aims to empirically analyze the impact of consumers’ motives for choosing vegan food on their attitudes, customer satisfaction, and repurchase intentions. Using a sample of 297 respondents, the reliability and validity of the proposed research model were rigorously assessed, and six hypotheses were tested through structural equation modeling. The results revealed that among the sub-dimensions of motives for choosing vegan food, ethical consumption, environmental protection, health pursuit, and animal welfare significantly and positively influenced attitudes, in that order. Furthermore, attitudes were found to have a positive effect on customer satisfaction, which, in turn, influenced repurchase intentions. These findings provide valuable theoretical contributions and practical implications, offering a foundation for future research directions.
Abstract
This study aims to empirically analyze the impact of consumers’ motives for choosing vegan food on their attitudes, customer satisfaction, and repurchase intentions. Using a sample of 297 respondents, the reliability and validity of the proposed research model were rigorously assessed, and six hypotheses were tested through structural equation modeling. The results revealed that among the sub-dimensions of motives for choosing vegan food, ethical consumption, environmental protection, health pursuit, and animal welfare significantly and positively influenced attitudes, in that order. Furthermore, attitudes were found to have a positive effect on customer satisfaction, which, in turn, influenced repurchase intentions. These findings provide valuable theoretical contributions and practical implications, offering a foundation for future research directions.