유기농산물의 소비자지식과 지각이 고객충성도에 미치는 영향 : 구매만족의 매개효과를 중심으로

The study analyzed the influence of consumer knowledge and perception on organic agricultural products on customer loyalty on purchasing satisfaction. To achieve its research goals, the survey subjects on organic agricultural products were surveyed by Seoul area, married women and consumers who have purchased them within the past six months. Frequency analysis, technology statistics analysis, validity and reliability, and regression analysis were conducted based on collected empirical data. The analysis found that first, the satisfaction with the purchase of organic produce with its consumer perception and customer loyalty had a parameter-effective effect, and the Z value with the Sobel test was analyzed with the consumer knowledge and with the client knowledge. Next, there were purchase satisfaction parameters for the consumer perception of organic produce and customer loyalty, and the Z value of the Sobel test showed 7.81, so the purchase satisfaction was able to determine the consumer perception and customer loyalty parameters. Therefore, it is deemed necessary to enhance consumer knowledge and perception of organic produce to enhance consumers’ satisfaction with their purchase of organic produce. Further, there is a need to ensure continued consumption and reliability of organic produce and further steps should be taken to increase the satisfaction of consumers with their purchase of organic produce.