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Factors Affecting Mother`s Satisfaction, Word-of-mouth, and Repurchase Intention for the Complete Collection and Monography Picture Books
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Factors Affecting Mother`s Satisfaction, Word-of-mouth, and Repurchase Intention for the Complete Collection and Monography Picture Books
Choi, Naya; Kim, Se Young;
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The purpose of this study was to compare the factors affecting mother`s satisfaction, word-of-mouth, and repurchase intention for the complete collection and monography picture books. Questionnaires from 323 5-year-olds` mothers in Seoul and Kyunggi province were analysed. The findings are as follows. Firstly, mother`s product involvement and dual readership, and child`s preference for picture books were common effective factors to improve mother`s satisfaction, word-of-mouth, and repurchase intention. Secondly, reflection of child`s opinions explained mother`s satisfaction, word-of-mouth, and repurchase intention only for the monography, not for the complete collection. Thirdly, mother`s product involvement had a direct effect on the repurchase intention of monography, while mother`s subjective knowledge was more important for the repurchase intention of the complete collection.
picture books;monography;complete collection;satisfaction;word-of-mouth;repurchase intention;
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