A study on the relationship between the protein supplements intake satisfaction level and repurchase intention: Verification of mediation effects of word-of-mouth intention

Abstract

The purpose of this study is to examine the relationship between the protein supplements intake satisfaction level and repurchase intention of university students majoring in physical education and verify the mediation effects of word-of-mouth intention. To achieve the purpose of this study, 700 university students majoring in physical education from 10 universities in Korea were selected from October 2013 to December 2013 as the target of this study through the cluster random sampling and data of 228 university students who had experience in the intake of protein supplements among them was analyzed. The composite reliability of each factor was in between 0.869 and 0.958, and the convergent validity and discriminant validity were verified. SPSS 18.0 and Amos 22.0 were utilized as data processing methods and the verification of significance on the medication effects and indirect effects of word-of-mouth intention was carried out using the frequency analysis, correlation analysis, CFA, SEM, and Amos bootstrapping. The result is as follows. The protein supplements intake satisfaction level had a positive effect on the word-of-mouth intention and the word-of-mouth intention had a positive effect on the repurchase intention. Also, it was shown that the word-of-mouth intention played a full mediation role between the intake satisfaction level and the repurchase intention.

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