Key points are not available for this paper at this time.
This study investigates the effect of selection attributes of convenience store PB products on Generation MZ's satisfaction and repurchase intention. For this research objective, a survey was conducted using the convenience sampling method among MZ generation customers with experience purchasing convenience store PB products nationwide. For a limited period of 15 days, the frequency analysis of the Google online survey method was used to find out the demographic characteristics of the survey population, and the validity and reliability of the measurement tool were verified by principal component analysis using the SPSS statistical program. Finally, simple regression and multiple regression analyses were conducted to test the hypotheses, and the hypothesis testing results of this study are as follows. First, among the selection attributes of convenience store PB products, brand, packaging, quality, and price positively affect satisfaction. Second, satisfaction has a positive effect on repurchase intention. Third, selection attributes such as brand, packaging, quality, and price of convenience store PB products positively influence repurchase intention. Regarding academic and practical implications, the selection attributes were applied to the MZ generation who purchase PB products. It is recommended that PB products be continuously launched as trends change according to new consumer preferences. The results show that if MZ continues to research and develop ideas for convenience store PB products that consumers are interested in, it will be able to sell products that are differentiated from competitors' convenience stores.
Lim et al. (Thu,) studied this question.