The Impact of Jeju Region Consumers HMR Selection Attributes on Customer Satisfaction and Behavioral Intention(Purchase Intention/Recommendation Intention)

This study was conducted to determine the impact of selection attributes of HMR products in the Jeju region on customer satisfaction and behavioral intention, such as purchase intention and recommendation intention, targeting consumers in the Jeju region. As the analysis results, first, it was found that intrinsic factors(.426), content factors(.358), and notational factors(.244) influenced customer satisfaction regarding the HMR selection attributes of consumers in the Jeju region. Second, it was found that the intrinsic factor (.385) and notational factor(.350) of the HMR selection attributes of consumers in the Jeju region influenced purchase intention. Third, it was found that content factors(.508) and intrinsic factors(.262) influenced recommendation intentions in the HMR selection attributes of consumers in the Jeju region. Therefore, through this study, the intrinsic factors among the HMR selection attributes for consumers in the Jeju region are factors that affect both customer satisfaction and behavioral intention, and are found to be the factors that need to be managed the most among the selection attributes of HMR Jeju, and so it was revealed that continuous management of product taste, price, and brand was necessary.