The Effect of YanBang Dishes Selection Attributes and SNS Information Characteristics in China on Brand Loyalty: Focusing on the Mediating Effect of Consumer Satisfaction
Year: 2022
Type: article
Study design: Observational Study
Abstract: YanBang Dishes is a traditional food enjoyed by the citizens of Zigong, Sichuan, China.Therefore, in this study, it was verified whether the attribute of selecting YanBang Dishes, a traditional food representing Tsugong City, and the characteristics of SNS information that can confirm and share YanBang Dishes information had a positive (+) effect on consumer satisfaction and brand loyalty.The respondents of the study consisted of consumers who have eaten YanBang Dishes within the last 6 months among residents of Zigong City, Sichuan Province.For statistical analysis, frequency analysis, factor analysis, multiple regression analysis, and mediation regression analysis were performed.As a result of checking the YanBang Dishes selection attributes, four factors were derived: quality, tradition, service, and relevance.The SNS information characteristics were derived as reliability, interactivity, usefulness, and up-to-datedness.The results of testing the research hypothesis with the above factors are as follows.First, it was confirmed that the YanBang Dishes selection attribute had a positive (+) effect on consumer satisfaction and brand loyalty.Second, it was confirmed that SNS information characteristics had a positive (+) effect on consumer satisfaction and brand loyalty.Third, it was confirmed that customer satisfaction had a positive (+) effect on brand loyalty.Fourth, among the selection attribute factors of YanBang Dishes, service and appropriateness completely mediate on consumer satisfaction and have a positive (+) effect on brand loyalty.First, as a result of checking the YanBang Dishes selection attributes, four factors were derived: quality, tradition, service, and relevance.SNS information characteristics were derived as reliability, interactivity, usefulness, and up-to-dateness.The results of testing the research hypothesis with the above factors are as follows.First, it was confirmed that the YanBang Dishes selection attribute had a positive (+) effect on consumer satisfaction and brand loyalty.Second, it was confirmed that SNS information characteristics had a positive (+) effect on consumer satisfaction and brand loyalty.Third, it was confirmed that customer satisfaction had a positive (+) effect on brand loyalty.Fourth, among the selection attribute factors of YanBang Dishes, service and appropriateness completely mediate on consumer satisfaction and have a positive (+) effect
Authors: Eun Hee Kim, Chen Yilong
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4210692022