The Effect of Saeteomin's Selective Attributes of North Korean Tteok on the Satisfaction and Repurchase Intention

다국어 초록 (Multilingual Abstract)

Purpose: The purpose of this study was to explore the selective attributes of North Korean Tteok, examine and articulate the causal relationship between selective attributes, satisfaction and repurchase intention, and sug-gest practical implications for management.
Method: In order to achieve the purpose of the study, the data were collected using Saeteomin, who have their experiences in purchasing Tteok as a sample group. A nationwide survey of 400 Saeteomins was conducted from January 2022 for about 4 weeks. As a result, 370 copies(effective rate of 92.5%) were used for the empirical analysis. Frequency analysis, reliability analysis, factor analysis, and simple(multiple) regression analysis were performed for the analytical methods of the collected data.
Results: The research results and implications through the empirical analysis are presented as follows. First, as North Korean Tteok's selective attributes, the 4 factors of price, taste, nostalgia, and diversity were derived. Second, among the selective attributes factors, diversity, taste, and nostalgia turned out to have a positive effect on satisfaction. Through which, in order to increase satisfaction after purchasing North Korean Tteok, it is neces-sary to stimulate the nostalgia of North Korean Tteok for the consumers, develop various types, and manufacture Tteok that improves health and taste. Third, among the selective attributes factors, diversity and taste turned out to have an effect on repurchase intention in a positive direction. Through which, in order to induce the con-sumers to repurchase North Korean Tteok, it is necessary to promote and manufacture various North Korean Tteoks and make products that emphasize health and unique taste of North Korean Tteok. Fourth, satisfaction turned out to affect repurchase intention in a positive direction. That is, in order to increase the repurchase rate, North Korean Tteok must have manufactured the products that increase satisfaction with nostalgia, variety, and taste.
Conclusion: This study sought to examine and articulate the North Korean Tteok's selective attributes of Saeteomin, but an in-depth North Korean Tteok investigation was insufficient given the lack of data and infor-mation on North Korean Tteok, and studies on such are insufficient. Hence, it can be said that future research is necessary to study the ways to enable the Korean people to consume and purchase North Korean Tteok with interest.

목차 (Table of Contents)

• 1. Introduction
• 2. Theoretical Background
• 3. Research Method
• 4. Empirical Analysis
• 5. Conclusion
• 6. References
• 7. Appendix