Background: The dietary supplements market for skin health and anti-aging, is rapidly growing in aging societies. Active older adults (aged 55–75) prioritize social connections. However, research on how user satisfaction leads to repurchase and recommendation behaviors, and the mediating role of repurchase intention in this group, is scarce.
Methods: A cross-sectional survey was conducted among 513 active older adults in South Korea (April 3-11, 2025). Data were analyzed using SPSS 28.0 and PROCESS Macro 4.0 with 5,000 bootstrap samples.
Results: Participants included 513 active older adults (61.22% female; age 50–75 years). Mean scores were 3.35 (SD = 0.72) for user satisfaction, 3.47 (SD = 0.61) for repurchase intention, and 3.31 (SD = 0.72) for recommendation intention. Internal consistency was excellent (Cronbach's α = 0.850-0.944). User satisfaction significantly predicted repurchase intention (β = 0.612, t = 23.297, p < .001), and repurchase intention significantly affected recommendation intention (β = 0.627, t = 13.056, p < .001). User satisfaction also directly influenced recommendation intention (β = 0.286, t = 6.992, p < .001). Repurchase intention significantly mediated the relationship between user satisfaction and recommendation intention, accounting for approximately 57% of the total effect (β = 0.384, 95% CI[0.306, 0.456]).
Conclusions: User satisfaction among active older adults significantly impacts repurchase and recommendation intentions both directly and indirectly. Satisfaction-based repeat purchases serve as a central mediating role in promoting recommendation behaviors. Marketing strategies should prioritize sustained user satisfaction to leverage repeat purchasing as a trust-based conduit for word-of-mouth promotion.