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Structural Relationships among Benefit Sought, Satisfaction, and Loyalty of Green Tea Consumers: The Moderating Effect of Age

녹차 소비자의 추구편익과 만족, 충성도의 구조관계: 연령의 조절효과

  • Kim, Kyung-Hee (National Academy of Agricultural Science, Rural Development Administration) ;
  • Park, Duk-Byeong (National Academy of Agricultural Science, Rural Development Administration)
  • 김경희 (농촌진흥청 국립농업과학원) ;
  • 박덕병 (농촌진흥청 국립농업과학원)
  • Received : 2011.05.06
  • Accepted : 2011.06.28
  • Published : 2011.08.31

Abstract

The purpose of this study was to examine the structural relationships among the benefit sought, satisfaction, and loyalty of green tea consumers, including the moderating effect of age. Data were collected from 658 residents of Seoul and Gyeonggi-do Province who were 20-years-old and older and who had purchased green tea. The SPSS 15.0 and LISREL 8.80 statistical package were used for the analysis, and frequency, reliability, an exploratory factor analysis, a confirmatory factor analysis, and a path analysis were conducted. The results showed that the health benefit and enjoyment among benefit sought had a positive effect on satisfaction. Satisfaction of green tea consumers had a positive effect on loyalty. The analysis indicated that age moderated the relationship among benefit sought, satisfaction, and loyalty. The results could enable green tea marketers to develop marketing techniques that could expand green tea consumption.

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