Korean Journal of Human Ecology (한국생활과학회지)

Korean Association of Human Ecology (한국생활과학회)
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Factors Influencing the Repurchase Intention of Gas Boiler Users

가스보일러 사용자들의 재구매의도에 영향을 미치는 요인

  • 김역숙 (창원시 지역경제과) ;
  • 전향란 (인제대학교 인간환경복지연구소) ;
  • 제미경 (인제대학교 생활상담복지학부)
  • Received : 2011.09.27
  • Accepted : 2011.12.01
  • Published : 2011.12.31
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Abstract

Decision making for gas boiler consumers depends on the characteristics of products such as the price and quality as well as the brand image. Although a gas boiler is a high involvement product in terms of price, in fact, it is a low involvement product which is greatly affected by installers. This study examined variables which affect the level of satisfaction and repurchase intention by surveying about 1,000 housewives through an on-line questionnaire. The results were as follows: first, gas boiler users' general knowledge of gas boilers showed a correct-answer rate of 54.5%. The average satisfaction score of product quality (mean=5.61 out of 7) was higher than that of the satisfactionscore of the company's service (mean=5.46). Second, the level of repurchase intention was above the mid-point (mean=4.72). Multivariate regression found that product satisfaction, service satisfaction, household size, and information sources explained repurchase intentions for gas boilers to be about 50.7%. Gas boiler marketers should pay attention to the survey result in that the level of repurchase intention depends mainly on both consumer satisfaction and information sources.

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