A study on the relationship between the protein supplements intake satisfaction level and repurchase intention: Verification of mediation effects of word-of-mouth intention
Issue title: Selected papers from the ICCT Conference, Hokkaido, Japan, June 29-July 2, 2015
Affiliations: Department of Leisure Sports, Seowon University, 377-3 Musimseoro, Heungdeok-gu, Cheongju, Chungbuk, 28674, Korea. Tel.: +82 10 6410 9398; Fax: +82 43 299 8730; E-mail: whyhow1023@gmail.com
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.
Keywords: Protein supplements, satisfaction level, word-of-mouth intention, repurchase intention
