Verifying the structural relationship between brand Kimchi selection attributes and brand trust, brand attitudes, and brand loyalty: focusing on online purchasing

This study examined the structural relationships between kimchi brand selection attributes (price quality, sensory quality, and external quality), and brand trust, attitude, and loyalty in the context of online purchases. A total of 277 respondents were surveyed, Structural equation model analysis was performed using the AMOS 28.0 program. The results indicated that price quality and sensory quality significantly influenced brand trust and attitude, which subsequently affected brand loyalty. External quality impacted brand trust, but did not directly influence brand attitude or loyalty. The importance of sensory and price qualities in fostering consumer trust and loyalty was underscored by these findings. For marketers, this study highlights the need to emphasize price quality and sensory attributes in their strategies to build trust and positive brand attitudes. In conjunction with clear communication of value for money, high standards in taste and freshness are essential for enhancing consumer satisfaction and long-term loyalty. In the context of online kimchi purchases, this study contributes to the literature by validating these relationships. To provide a more comprehensive understanding of consumer behavior in this market, future research should explore broader demographic representations and additional factors such as brand reputation and cultural influences.