소비자의 소비가치와 소비성향이 편의점 도시락의 재구매 의도에 미치는 영향

The Impact of Individual Consumption Values and Consumption Tendencies on Repurchase Intention of Convenience Store Lunchbox Products

Purpose-The purpose of this study is to ascertain the influence of individual consumption values and consumption tendencies on repurchase intention. It aims to examine how individual characteristics affect purchasing behavior in response to social environmental changes. Design/Methodology/Approach- This study targeted individuals who have experience purchasing convenience store lunches in Korea and collected 201 survey responses. Exploratory Factor Analysis (EFA) and Multiple Regression Analysis were employed to analyze the data. Findings- Individual consumption values significantly influenced consumption tendencies. Additionally it was found that both consumption values and consumption tendencies have some significant impact on repurchase intention. However, certain factors had a significant influence specifically in the context of negative relationships, which was analyzed to be influenced by social environmental changes. Research Implications and Limitations- This study verified the clear relationship between consumption values, consumption tendencies, and repurchase intention, such as product purchase. However, it also verified that the relationship of these factors does not necessarily have a strictly positive impact. It suggests that future marketing research should also investigate factors such as the increase of single-person households and social environmental changes.