중년층 맞벌이 여성의 HMR 선택속성이 충성도에 미치는 영향: 기업 신뢰에 대한 매개역할을 중심으로 (The Effect of HMR Selection Attributes of Middle-Aged Women on Loyalty: Focused on Mediating Role of the Corporate Trust)

서지정보

· 발행기관 : (사)한국조리학회
· 수록지 정보 : Culinary Science & Hospitality Research / 25권 / 11호 / 163 ~ 172페이지
· 저자명 : 정주희

초록

The purpose of this study was to examine the effects of HMR selective attributes on loyalty and to examine whether corporate trust plays a role between HMR selective attributes and loyalty among middle-aged working women consumers. The survey was conducted from March 12, 2019 to April 27, 2019 by the convenience sampling method. A total of 300 questionnaires were distributed and the final 236 copies were used as useful data. The analysis results are as follows. First, the practicality among the HMR selective attributes of middle-aged working women showed the most significant effect on loyalty, and the material safety had a negative effect on loyalty. Second, corporate trust plays an mediating role between practicality and loyalty among HMR selective attributes of middle-aged working women. Therefore, this study contribute to provide useful data for securing loyal customers by grasping the middle-aged women's selective attributes for HMR products. In addition, present study has helped to build a positive corporate image through corporate trust.

영어초록

The purpose of this study was to examine the effects of HMR selective attributes on loyalty and to examine whether corporate trust plays a role between HMR selective attributes and loyalty among middle-aged working women consumers. The survey was conducted from March 12, 2019 to April 27, 2019 by the convenience sampling method. A total of 300 questionnaires were distributed and the final 236 copies were used as useful data. The analysis results are as follows. First, the practicality among the HMR selective attributes of middle-aged working women showed the most significant effect on loyalty, and the material safety had a negative effect on loyalty. Second, corporate trust plays an mediating role between practicality and loyalty among HMR selective attributes of middle-aged working women. Therefore, this study contribute to provide useful data for securing loyal customers by grasping the middle-aged women's selective attributes for HMR products. In addition, present study has helped to build a positive corporate image through corporate trust.

참고자료

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