친환경 유기농 식품브랜드의 만족도가 구매와 지속적 재구매에 미치는 영향관계 및 만족요인

Abstract

Main purpose of this study is to analyze effect relationship on consumers' purchase and continuous repurchase through investigation of satisfaction level on environmental-friendly organic food brand and then, to look into satisfaction factor. Analysis was conducted by questionnaire survey on college students, company workers, housewives, civil servants, and independent businessmen in the age of 20's to 50's in Seoul, Gyeonggi, and Daejeon area. and using statistical program of SPSS WIN 18.O, it was statistically treated by Correlation Analysis, Multiple Regression Analysis, Oneway ANOVA, and independent sample t-test. Analysis outcome is as follows. First, satisfaction level of environmental-friendly organic food brand on quality, price, design and safety brand showed positive effect relationship between all the variables. Second, satisfaction factor to preferentially purchase a product was 'quality factor' and it was found that 'safety factor' had the greatest influence on continuous repurchase. Third, according to investigation result of differences in the number of purchase from viewpoint of region, sex, age, occupation and education background, there was no significant difference. In conclusion, it was confirmed that satisfaction level on environmental-friendly organic food brand had influence on both preferential purchase and continuous repurchase; the greatest satisfaction factor on preferential purchase and continuous repurchase was 'quality factor' and 'safety factor'; and it was found that satisfaction factor of a consumer to purchase and repurchase a product was not same but there was a difference. It has a meaning to have confirmed the effect relationship and the satisfaction factor of satisfaction level of environmental-friendly organic food brand from consumers' position through an academic approach.