The Antecedents of satisfaction of eco-friendly seafood: The moderating effect of gender

소비가치 관점에서의 친환경 수산물 제품 만족도의 선행요인 분석: 성별의 조절효과를 중심으로

  • Kang, Seong-Ho (Yonsei Business Research Institute) ;
  • Hur, Won-Moo (Division of Business Administration, Pukyong National University) ;
  • Park, Kyung-Do (Division of Business Administration, Sogang University)
  • Received : 2013.08.28
  • Accepted : 2013.09.21
  • Published : 2013.09.30


The objective of this study is to analyze how consumption value affects customer satisfaction toward eco-friendly seafood products. Moderating role of gender is also examined. For empirical validation of our model, data were collected from a cross-sectional survey of 307 consumers in the South Korea, who have bought a eco-friendly seafood, a representatives eco-friendly product. The results demonstrated several important findings. First, emotional consumption value, social consumption value and functional consumption value had significant positive effects on eco-friendly seafood product satisfaction, Second, interaction effect of social value and gender had a positive effect on satisfaction. Third, interaction effect of functional value and gender had a negative effect on satisfaction. Theoretical and managerial implications are suggested.



Supported by : (재)약수학술진흥회, 서강대학교


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