피자 서비스에서의 가격 공정성과 재구매 의도에 대한 건강 염려의 조절효과

초록

This study examined the moderating effect of health concern between brand awareness and repurchase intention. Health belief model is the theoretical underpinning of this research. Brand awareness and price fairness are the determinants of repurchase intention. The survey participants were American consumers. Also, this study collected the data using Amazon Mechanical Turk. The number of observation is 335. The main instrument is survey in this research. For the data analysis, this study employed exploratory factor analysis, frequency analysis, correlation analysis, and multiple regression analysis. The finding suggested that health concern negatively moderate the association between brand awareness and repurchase intention. This study also found that price fairness positively affected to repurchase intention. This research chose demographic information as control variables. The results presented non-significance to account for the revisit intention in the context of pizza service.

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