Consumers' Repurchase Intention and WOM on SNS for Japanese Food

This study examined how Japanese food expectations and performance formulate satisfaction among Korean consumers, which, in turn, influences their repurchase intention and word-of-mouth (WOM) on social networking service (SNS). Many people still have fears about the effect of the accident on Japanese food even more than 10 years after the radioactive contamination accident in the Great East Japan Earthquake of March 2011. Such fear is evident especially in Korea, which is one of the countries nearest to Japan. On one hand, there are concerns about the radioactive contamination of Japanese food; on the other hand, Japanese food is becoming popular in Korea. Therefore, it is necessary to investigate consumer satisfaction regarding Japanese food and how it affects repurchase intention and WOM on SNS. The results showed that expectations about Japanese food strongly influenced performance. Furthermore, this study demonstrated that consumer satisfaction has a positive effect on repurchase intention and WOM on SNS. Its findings demonstrate the causal relationship between expectation, performance, satisfaction, repurchase intention, and WOM on SNS. These findings also demonstrated the impact of increasing consumer satisfaction on repurchase intention and WOM on SNS.