수입 생활도자기에 있어서 지각된 품질요인이 재구매 의도에 미치는 영향 분석

An Analysis on the Effects of Perceived Quality Factors on Repurchase Intention in the Case of Imported Living Porcelain

South Korea's ceramics and porcelain industry has a history of thousands of years. Also, it has a great deal of pride in cultural heritage. However, the rapid growth of imported living porcelain is bringing a slowdown in living porcelain industry in Korea. The market size of the domestic of porcelain is about 400 billion won in 2008. The domestic market is composed of 67.5% is domestic and imported porcelain 32.5%. Imported porcelain took over the domestic market of porcelain. Therefore, it is necessary to understand about the buying behavior of consumers on imported porcelain at this time. This study began in the following purposes: First, understanding the perceived quality factor of the imported porcelain. Second, identify the repurchase intention. Finally, I want to derive the strategic implications of the imported porcelain market of domestic. To conduct the empirical analysis of consumer were 200 people using imported living porcelain. A structured questionnaire survey was used. The empirical analysis results are as follows: First, there is a difference depending on the area. Design and form of diversity, and experience in the repurchase intention. Second, the quality of service factors had a greater impact on repurchase intentions than product quality factors. Goodness of fit(GFI) of the research model is ideal appear 0.877 as close to 0.9. In addition, the results of five hypotheses were supported both hypotheses. These results are product quality factors, Service Quality by it can be seen that the repurchase intention is determined. Nevertheless, this study has some limitations; In other words, the sample is limited to imported living porcelain consumer can not be generalized. In addition, sample size is not large enough to 200. In future studies, it is necessary to proceed to compensate.