최철재 ( Chul Jae Choi )
Purpose: This research seeks to test a model examining the links between food safety, cognitive satisfaction, emotion, food trust and repeat purchase and explains role of emotion within those path relation. Research design, data, and methodology: A survey study was conducted to collect the data with women consumers who have experience purchase in food retail stores. This study used face to face interview survey method. Analysis was conducted using SPSS 21.0 and AMOS 20.0 to evaluate the factor structure, reliability and discriminant validity. Analysis of structural equation modeling(SEM) was performed to test the research hypothesis. Results: The results of the study are as follows: First, food safety was significantly related to both cognitive satisfaction and emotion. Second, emotion positively contributed to cognitive satisfaction, but it was not significantly related to both food trust and repeat purchase intention. Finally, cognitive satisfaction positively affected both food trust and repeat purchase intention; cognitive satisfaction was also associated with food trust than repeat purchase. Conclusions: It demonstrates that food safety affects cognitive satisfaction through emotion, which in turn related to food trust, ultimately leading to repeat purchase intention. Therefore, in order to increase of repeat purchase intention through customers’ food safety perception, food retailers or marketers have to place explicit attention on their customers’ emotion.