진도홍주의 만족도와 재구매 의도에 관한 실증적 분석
An Empirical Analysis on the Satisfaction and Re-purchase Intention of "Jindo Hong-Ju"
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Jindo Hong-Ju is Korea's traditional Red Liquor. It was first introduced in the Joseon Dynasty period, using Ji-Cho as the main ingredient. The official name of Jindo Hong-Ju is Traditional Red Liquor. Also, Hong-Ju which is red has a unique taste. The purpose of this study is to analyze the satisfaction and re-purchase intention of Jindo Hong-Ju. This paper investigates what determines the satisfaction and re-purchase intention of Jindo Hong-Ju for a consumer. There have been 300 samples and 250 returns. 212 of them are used for this study. The 212 samples are used to analyze the Jindo Hong-Ju. The main results are as follows. First, the multiple regression result shows that the consumer's satisfaction for the Jindo Hong-Ju is affected by the 'Taste and Perfume', 'Sales and distribution', 'Price service', and Hangover and health. Second, 'Advertisement and publicity' has no effect on satisfaction. Third, Jindo Hong-Ju's satisfaction is positively affected by the re-purchase intention.
Abstract
Jindo Hong-Ju is Korea's traditional Red Liquor. It was first introduced in the Joseon Dynasty period, using Ji-Cho as the main ingredient. The official name of Jindo Hong-Ju is Traditional Red Liquor. Also, Hong-Ju which is red has a unique taste. The purpose of this study is to analyze the satisfaction and re-purchase intention of Jindo Hong-Ju. This paper investigates what determines the satisfaction and re-purchase intention of Jindo Hong-Ju for a consumer. There have been 300 samples and 250 returns. 212 of them are used for this study. The 212 samples are used to analyze the Jindo Hong-Ju. The main results are as follows. First, the multiple regression result shows that the consumer's satisfaction for the Jindo Hong-Ju is affected by the 'Taste and Perfume', 'Sales and distribution', 'Price service', and Hangover and health. Second, 'Advertisement and publicity' has no effect on satisfaction. Third, Jindo Hong-Ju's satisfaction is positively affected by the re-purchase intention.
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