Consumer Loyalty toward Organic Food Retail Stores: Perceived Value and Value Co-creation Behavior

• 영문명: Consumer Loyalty toward Organic Food Retail Stores: Perceived Value and Value Co-creation Behavior
• 발행기관: 한국유통과학회
• 저자명: Myeongeun PARK Soye YOU Xianxia WU
• 간행물 정보: 『유통과학연구(JDS)』제22권 제7호, 107~117쪽, 전체 11쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2024.07.30

국문 초록

Purpose: Consumers have become more interested in eating organic food in recent decades because of the effect of merchants' advertising. Eating organic food is also shown to strengthen immunity, especially during the recent COVID-19 pandemic. However, consumers may find it more difficult to choose organic food retailers than to purchase conventional goods. This is because of the uncertainty characterizing the process of selecting organic food retailers, despite the growing rivalry across supermarket chains that sell organic goods. This study explores how consumers’ perceived image (social responsibility and ability image) of organic food stores affects consumer loyalty. Research design, data and methodology: The data for the analysis were collected using Macromill Embrain, an online research service agency. The data were analyzed using SPSS 26 and Smart PLS 4.0. Results: Based on structural equation modeling, the findings of the study demonstrate that store image positively impacts store loyalty, and that the mediator (perceived value) affects the relationship between the two variables. Conclusions: Organic food stores must understand consumers to improve store loyalty. Efforts such as providing a user community that enables joint behavior by sharing experiences among customers or launching campaigns to improve consumers’ perceived brand identity can increase store loyalty.

목차

1. Introduction

2. Literature Review

3. Research Methods

4. Results

5. Discussion

6. Conclusion

References

키워드

Organic Food Retail Store Retail Store Image Perceived Value Retail Store Loyalty Value Co-creation Behavior