Structural Relationships among Benefit Sought, Satisfaction, and Loyalty of Green Tea Consumers: The Moderating Effect of Age

摘要: The purpose of this study was to examine the structural relationships among benefit sought, satisfaction, and loyalty green tea consumers, including moderating effect age. Data were collected from 658 residents Seoul Gyeonggi-do Province who 20-years-old older had purchased tea. SPSS 15.0 LISREL 8.80 statistical package used for analysis, frequency, reliability, an exploratory factor a confirmatory path analysis conducted. results showed that health enjoyment sought positive on satisfaction. Satisfaction consumers loyalty. indicated age moderated relationship could enable marketers develop marketing techniques expand consumption.