녹차소비자의 구매동기, 만족, 충성도의 관계

Structural Relationships among Purchase Motivation, Satisfaction, and Loyalty of Green Tea Consumers : The Moderating Effects of Gender

The purpose of this study was to examine the structural relationships among the purchase motivation, satisfaction, and loyalty of green tea consumers, including the moderating effect of gender. Data were collected from 614 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. Four dimensions of green tea purchase motivation were identified from 18 variables: social, event, health, and self-satisfaction. Both social and event motivation among green tea purchase motivations had a positive effect on satisfaction, and satisfaction had a positive effect on loyalty. The analysis indicated that gender moderated the relationship among purchase motivation, satisfaction, and loyalty of green tea consumers. The results could enable green tea marketers to develop marketing techniques that could expand green tea consumption.