기능성 베이커리제품의 경험적가치가 고객만족과 재구매의도에 미치는 영향

Experience value of functional bakery products effect on customer satisfaction and repurchase intention: Focusing on marine fishery resources

The purpose of this study is to identify customer satisfaction and repurchase intentions for functional bakery products incorporating regional specialties of marine tourist destinations. It is a study on differentiation from existing products, characteristics of tourism products, improvement measures, and points for improvement. As a result of the study, Hypothesis 1 and Hypothesis 2 were accepted because economic value and cognitive value, which are sub-factors of the empirical value of functional bakery products, showed a significant positive (+) effect, but emotional value, social value, and rare value were rejected and partially adopted. As implications, through the consumption behavior of tourists, the economic value of “the functional products has excellent taste, worth the price, and differentiated from other products” and the cognitive value “various and interesting stories and new facts about functional products, it was a new experience.” affects customer satisfaction and repurchase intention