중학생들의 편의점 PB상품 선택속성이 재 구매의도에 미치는 영향: 기대충족의 매개효과 중심으로

The ultimate goal of this study is to investigate and present the meaningful relationships between convenience store PB product selection attributes to middle school students' expectations and intention to repurchase them. The questionnaire was conducted on 180 middle school students in Daejeon for eight days from November 18, 2019 to November 26, 2019. A total of 180 cases were collected and 176 of them were finally analyzed, excluding four inaccurate cases. The study hypothesis was verified through frequency analysis, exploratory factor analysis, reliability analysis, and regression analysis using SPSS 23.0 as an analysis method. We looked at the impact of expectation fulfillment and repurchase intention by setting the brand / design / quality / price as the optional attribute factor. As a result of the analysis, first, the price and quality of PB product selection attributes had a positive effect on expectations. Second, the quality of the PB product selection properties had a positive effect on the intention of repurchase. Third, expectation fulfillment had a positive effect on the intention of repurchase. Fourth, it was confirmed that the quality of the selected properties of PB products had a positive effect on the intention of repurchase as expected. Therefore, based on the results of this analysis, the study was able to confirm that middle school students put more weight on price and quality when choosing convenience store PB products, and that meeting the product's expectations had an impact on re-purchase.