Factors Influencing Buyer Satisfaction and Repurchase of Instant Noodles

This study aims to determine the important selection attributes of instant noodles that significantly affect consumer satisfaction in Korea and China. Several factors such as taste, price, quantity, design, and brand were tested, and the relationships between satisfaction and repurchase intention were analyzed. Results of the study reveal that “taste,” “price,” “quality,” “brand,” and “design” affected satisfaction significantly. Furthermore, the path coefficient of satisfaction that leads to repurchase was found to be significant. However, consumers perceived importance of selection attributes of instant noodles varied according to their consumption value. The path coefficients from taste to satisfaction were more significant for Korean consumers than for Chinese consumers. Meanwhile, the path coefficient from corporate brand to satisfaction was more significant for Chinese consumers than Korean consumers. By suggesting significant selection attributes of instant noodles, the results provide meaningful implications for instant noodle companies in each country regarding the specific attributes they need to prioritize.