종이 빨대 특성이 소비자의 만족도와 지속 이용 의도에 미치는 영향에 대한 연구 : 친환경 태도의 조절 효과를 중심으로

초록

This study aims to examine the impact of paper straw characteristics (durability, texture, and sensory response) on consumer satisfaction and continued use intention, as well as the moderating effect of environmental attitudes. Data was collected through a survey of 264 consumers who had prior experience using paper straws. Structural equation modeling (SEM) and PROCESS macro analyses were conducted using SPSS and AMOS software. The results indicated that the characteristics of paper straws significantly positively influenced consumer satisfaction, which in turn had a strong positive impact on continued use intention. Additionally, environmental attitudes positively moderated the relationship between consumer satisfaction and continued use intention. In conclusion, this research provides practical implications for enhancing the quality of paper straw products and promoting eco-friendly consumer behaviors. Future research directions include comparative analyses among various eco-friendly products and longitudinal studies on consumer behavior.

키워드