The Degree of Perceived Satisfaction Levels of High-Involvement Product Choice Attributes on the Millennial Generation and Repurchase Intention

• 발행기관: 한국유통과학회
• 저자명: Young-Ei KIM Hoe-Chang YANG
• 간행물 정보: 『KODISA ICBE (International Conference on Business and Economics)』2018 International Conference on Business and Economics (ICBE 2018), 321~328쪽, 전체 8쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2018.06.25

영문 초록

This study aims to elucidate the various aspects needed for marketing strategies in companies producing and selling high involvement products for millennial households that are not yet current consumers, but will be in the future. In this study, we derived 17 factors of high -involvement product selection attributes through FGI, and its relationship on repurchase intention. A total of 158 valid questionnaires were used, and IPA, independent sample t-test, regression analysis and hierarchical regression analysis were performed using SPSS 24.0 and AMOS 24.0. The results showed that the overall selection factor, external selection factor, and internal selection factor had a positive effect on repurchase intention. In particular, it was shown that there was no gender difference in the generation of the nickel regarding the internal and external selection factors. Therefore, for companies that produce and sell high involvement products, it is necessary to prioritize efforts to secure brand awareness, product manufacturer trust and retail trust, and product self-esteem as components of internal selection factors. It can be concluded from this study that more strategic efforts are needed to pay attention to and characterize the characteristics of the Millennial generation itself.

목차

1. Introduction

2. Theoretical Background

3. Research Design

4. Empirical Analysis

5. Summary and Discussions

키워드

Generation Millennial Generation High-Involvement Product Choice Attribute Repurchase Intention Gender Difference