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Impacts of Self-Congruity with Bakery on Store Loyalty of Bakery Consumers

Lim,Sung-Yun 1 Chong,Yu-kyeong 2

1백석예술대학교
2세종대학교

Accredited

ABSTRACT

In this study, the impacts of self-congruity with bakery on store loyalty of bakery consumers were analyzed. For analysis, actual self-congruity and ideal self-congruity were set as independent variables and store loyalty was set as an dependent variable. For hypothesis verification, analysis was carried out using a structural equation. As a result, actual self- congruity and ideal self-congruity both had significantly positive impacts on store loyalty. This result implies that functional attributes such as taste, price and accessibility were major selection criteria in the past, but currently, images are important in the bakery industry and self-congruity is a major factor to influence revisit of consumers. It was also revealed that there was a moderating effect of bakery purchase channels in the group of franchise bakery consumers and the group of private bakery consumers. This means that there is a need to plan a differentiated marketing strategy for each bakery purchase channel to induce loyalty of consumers.

Citation status

* References for papers published after 2022 are currently being built.