| Summary: | 碩士 === 國立高雄應用科技大學 === 企業管理系碩士在職專班 === 105 === In the past, many studies have focused on the factors affecting repurchase intention. However, few of them explored the effect of pleasure on vegetarian repurchase intention. In this study, it aims to explore the effect of the variables such as pleasure and health awareness on vegetarian repurchase intention. Satisfaction is set as the mediating variable while experience as the moderating variable.
A total of 251 valid copies of the questionnaire were collected. Using the regression analysis, results were as follows: pleasure, health awareness and satisfaction had significantly positive effect on repurchase intention. Pleasure and health awareness had significantly positive effect on satisfaction. Satisfaction partially mediated the relationship between pleasure and health awareness and repurchase intention separately. Also, experience does not moderate the relationship between pleasure and health awareness and repurchase intention. Based on the above results, some suggestions are proposed in this study.
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