Exploratory Study of Korean Traditional Food, Rice Cakes’ Product Attributes, and Customers’ Satisfaction and Loyalty

Abstract

This study investigated the relationships of rice cakes’ product attributes, overall satisfaction, and repurchase intentions. Rice cake attributes were investigated as well as consumers’ behaviors, with a total of 324 female respondents. All respondents purchase rice cakes at least 2 to 3 times per year, and 10.8% of respondents purchase rice cakes once a week, which was the highest frequency. The results of analysis indicate that commercialization attribute, consumers’ satisfaction, and repurchase intentions have effects on each other. Product attributes had a direct effect on repurchase intentions and overall satisfaction had a direct effect on repurchase intentions.

KEYWORDS:

• Rice cake
• product attributes
• satisfaction
• repurchasing intention

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