안경원의 경쟁이 섬화되는 상황에서 안경원의 고객들을 만족시켜 재구매률 유도하 는 방어적인 마케탱전략이 요구되어왔다. 안경원에서 2회 이상 안경을 구매한 경험올 지닌 안경원의 고객 187명을 대상으로 방문 안경원의 고객만족， 재구매의도 그리고 전환장벽 둥에 대하여 설문지 조사법을 실시하였다. 고객만족을 인적서버스만족과 시 설서비스만족으로 구분하였고 고객을 전환장벽의 높고 낮음에 따라 고객을 분류하여 집단 간에 인적서버스만족과 시설서버스만족이 재구매의도에 마치는 영향이 차이가 있는지를 검정하였다.

This study aims to analyze and confirm brand awareness’ role in influencing the repurchase intention both directly and indirectly on customer satisfaction variables and repurchase intention variables. The contribution brought by this study is to reflect manifest variables such as recall, purchase, and consumption. The number of respondents in this study was 200 samples using the online survey data collection method (Google form), while the research approach is quantitative explanatory. The data analysis test tools include the Structural Equation Modeling (SEM) approach with AMOS as a statistical data analysis software and Sobel test to indirectly test the relationship. This study consists of four hypotheses, of which three hypotheses are positively and significantly related (brand awareness on repurchase intention, brand awareness on customer satisfaction, and customer satisfaction on repurchase intention). Through indirect relationship, namely, brand awareness on repurchase intention through customer satisfaction, the study showed no significant effect. In a comprehensive way, this study emphasizes the factor of customer satisfaction as a determinant of consumer loyalty and repurchase intention. Therefore, creating optimal customer satisfaction, service excellence, promotion and massive advertising, guaranteeing the safety and ease-of-use apps, and ease of shopping, especially for e-commerce industry, is a serious concern.

The purpose of this study is to derive various clues for the establishment of marketing strategies for companies that produce and sell high-involvement products for Millennials who are not the subject of current consumption but who will lead future consumption. For this purpose, this study aimed to derive 17 factors of high-involvement product selection attributes through FGI, and its relationship on repurchase intention after make a variable through PCA. A total of 158 valid questionnaires were used, and IPA, independent sample t-test, regression analysis, and hierarchical controlled regression analysis were performed. The results showed that overall, external and internal selection factors had a positive influence on repurchase intentions, and in particular, appealing to internal and external selection factors in order to promote repurchase intention. Meanwhile, the Millennials were found to have no gender difference. Therefore, the company producing and selling high-involvement products suggests that it is necessary to make a priority effort to secure brand awareness, trust in product producers, store trust, and product self-reputation as components of internal selection factors. It was also concluded that more strategic efforts were needed to focus on and appeal to the characteristics of the Millennial itself rather than to consider gender differences.

This paper aims to discover factors and their influences degree to repurchase organic cosmetic in Vietnam. In addition, this research also discloses the main segments that have high demand re-buying intention based on demographic groups of gender, age, income, educational level, job, type of products, and place of production. Twenty-eight scale was designed based on previous studies and adjusted to match the 5-point Likert scale to conduct measurement. By using survey method to test hypotheses and set up conceptual models to collect 295 Vietnamese consumers who have experience in consuming organic cosmetic by explain the results through Smart PLS software. The findings show that there is positive attitude of customers to the intention of acquiring organic cosmetics, green perceived and customer satisfaction. In addition, customer satisfaction, knowledge of products, safety values, and environmental protection consciousness also play important roles to form a positive attitude of customers for products. Moreover, the consciousness of green living of consumers accounts for a high proportion in creating customer satisfaction for organic products. The results show useful information for current premises to determine the factors that influence the decision to repurchase organic cosmetic product, that provide business strategies.

Purpose – The purpose of this research is reflected on the rapid development of online tourism industries. The study was to establish the strategy for Korean tourism enterprises to develop tourist commodities suitable for Chinese tourists and attract them to visit Korea by the empirical analysis of the relation between repurchase intention of tourists and its premise variables (e-service quality, perceived value and satisfaction). Research design, data, and methodology – This research carried out a questionnaire survey on Chinese tourists who visited Korea with experience of using the online travel agency web sites. A total 398 answers were recovered, 41 of them were excluded due to the dishonest answers and 357 of them were finally analyzed. The data was analyzed with IBM SPSS AMOS 22.0. Results – The research results show that in the online travel agency web site e-service quality, convenience, interactivity, information validity, credibility had a positive impacts on perceived value and satisfaction. The perceived value of online travel agency website users has positive impart on satisfaction and repurchase intention. Satisfaction of online travel agency web site users have positive impacts on repurchase intention. But safety has no impact on perceived value while positive impacts on satisfaction was affected. Conclusions – First, in the online travel agency web site e-service quality, safety has no impact on perceived value while it was shown to have positive impacts on satisfaction because the users of online travel agency web sites believe that the protection of personal information, the defense of cracker and the safeguard of payment security are the basic premises of website operation. Although safety does not have impacts on perceived value, users benefits will suffer damage when hacker intrusion and other accidents occur so that online travel agency web sites should not ignore the security concerns. Second, credibility is a major concern for online travel agency web site users. At this time, it is necessary for the web site to establish a system to display both the commodity information and the using experience published on the user's SNS, thus improving the credibility of the website information.

Purpose - Through the analysis of the characteristics of overseas direct purchase websites and the relevant empirical analysis of the quality of service delivery, the activated theory/strategy and significance of the overseas direct purchase are sorted out. Research design, data, and methodology - In the process, to make more effective analysis, several analysis tools and analysis programmes are used, IBM SPSS Statistics 23.0 and IBM SPSS AMOS 23.0. Results - Among the characteristics of the overseas direct purchase website, the security, convenience and information provided by the overseas direct purchase have already had a positive impact on the satisfaction. The quality of the delivery service is composed of four factors: rapidity, reliability, intimacy and correctness. The research results indicate that the satisfaction level has a positive impact on the re-purchase intention. Conclusions - The significance of this study has the characteristics of overseas direct purchase sites which have confirmed that security convenience and intelligence availability have a positive impact on satisfaction and re-purchase intent. It is important to have a safe and reliable access to shopping sites on overseas direct purchase sites. In the characteristics of overseas direct purchase sites, the interaction have no positive effect on satisfaction and re-purchase intention.