건강 라이프스타일이 만족, 재구매 의도, 추천 의도에 미치는 영향

• 영문명: Study on the Effect of the Health Lifestyle on Customer Satisfaction, Repurchase Intention and Recommendation Intention: Focused on Protein Beverage Customers
• 발행기관: 강원대학교 경영경제연구소
• 저자명: 이승엽(Seung-Yeop Lee) 김용일(Yong-Il Kim) 남장현(Jang-Hyeon Nam)
• 간행물 정보: 『아태비즈니스연구』제13권 제2호, 169~182쪽, 전체 14쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2022.06.30

영문 초록

Purpose - The purpose of this study was to investigate influence relationship among health lifestyle, customer satisfaction, repurchase intention and recommendation intention in the protein beverage market. Design/methodology/approach - This study collected 286 survey data from customers who had experience buying and drinking the protein beverage. The Exploratory Factor Analysis (EFA) and the multiple regression analysis were hired in order to analyze the data. Findings - First, four dimensions of health lifestyle(“health confidence,” “health sensitivity,” “health intention,” and “health eating habit”) were found to be valid and reliable. Second, all four dimensions of health lifestyle had a positive effect on customer satisfaction. Third, customer satisfaction had a positive effect on repurchase intention. Lastly, customer satisfaction had a positive effect on recommendation intention. Research implications or Originality - This study provided research model among health lifestyle, customer satisfaction, repurchase intention and recommendation. Furthermore, the results of this study were useful for identifying the role of health lifestyle in estimating customer satisfaction and the strategies for strengthening customer satisfaction in the protein beverage market.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법론

Ⅳ. 실증분석 결과

Ⅴ. 결론

References

키워드

Customer Satisfaction Health Lifestyle Recommendation Intention Repurchase Intention Protein Beverage