The Effects of Product Attributes of Korean Automobiles on Consumers’ Satisfaction and Repurchase Intention in Chinese Automobile Market: The Moderating Role of Gender and After-sales Service Level

Abstract

The purpose of this study is to investigate the relationship between the attributes Korean automobiles, satisfaction and repurchase intention in Chinese automobiles market. Therefore, this paper examines how the cost efficiency, design, convenience, and functionality of Korean automobiles affect satisfaction, and then examines how this satisfaction affects repurchase intentions. First, Hypothesis 1a and 1d that cost efficiency and functionality has a positive influence on satisfaction was accepted. Second, when looking at the link between overall satisfaction and repurchase intention among Chinese customers, Hypothesis 2 states that contentment has a positive impact on repurchase intention. Third, the characteristics of Korean automobiles and customer satisfaction according to the gender of Chinese consumers, the result of analyzing the difference between convenience, design, functionality and satisfaction according to gender, Hypothesis 3b, 3c, 3d was also accepted. Fourth, after assessing the difference between Chinese consumers’ satisfaction with after-sales service and repurchase intention, Hypothesis 4 was accepted.