Effect of RTD Tea Drinks Selection Attributes on the Purchase Satisfaction and Repurchase Intention: Evidence in Korea

Abstract

The purpose of this study is to identify RTD tea drinks selection attributes affecting purchase satisfaction and repurchase intention of RTD tea drinks, and ultimately to understand RTD tea drink users that can improve the long-term and stable business performance of RTD tea drinks in the beverage market. For this aim, a survey was made for the general public with buying experience of RTD tea drinks in metropolitan area and Cheongju. Empirical analysis results are as follows: Among RTD tea drinks selection attributes, sensory factors, health-related other factors and images factors had a significant effect on purchase satisfaction, which in turn had a significant effect on repurchase intention. Therefore, to ensure repurchase of RTD tea drinks in the beverage market, it would be desirable to perform product development, manufacturing, and marketing activities focused on sensory factors, health-related other factors and images factors.