사회적경제조직 제품 재구매 의도 분석

This study explores the determinants of consumer repurchase intention for products from social economy organizations. Specifically, this research examines the impact of consumer perception and purchase experience on repurchase intention using hierarchical binary logit regression. The results reveal that satisfaction with products or services from social economy organizations significantly enhances repurchase intention. In contrast, perception of the social economy and individual ethical consumption experience do not significantly influence repurchase intention. Additionally, this study investigates differences in repurchase intention between groups with low and high perceptions of social economy. While purchase satisfaction increases repurchase intention in both groups, ethical consumption experience significantly affects repurchase intention only for those with a high perception of the social economy. These findings highlight the critical role of customer satisfaction in encouraging continued purchasing from social economy organizations.