The Effects of SME Food Product Image Types on Repurchase Intention: Focusing on the Mediating Roles of Perceived Product Expectation and Brand Attitude

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Key Points

Evaluate how different types of food product images affect repurchase intention and the mediating roles of perceived product expectations and brand attitude.
Survey conducted with consumers who have experience buying SME food products
Final analysis based on 416 valid responses
Investigated the impact of functional and symbolic images on perceived expectations and brand attitudes
Functional and symbolic images positively influence perceived product expectations, with symbolic image having a greater impact
Both image types positively affect brand attitude, with functional image showing a stronger effect
Functional image directly increases repurchase intention, while symbolic image's direct effect is not significant
Both perceived product expectations and brand attitude positively influence repurchase intention

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Analyzes how product image influences repurchase intention, highlighting mediating roles of expectations and brand attitudes.

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KIM et al. (2026) studied this question.

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