A Study on HMR Selection Attributes and Health Values of College Students

• 발행기관: 한국유통과학회
• 저자명: Seong-Soo Cha Eun-Jeong NOH
• 간행물 정보: 『산경연구논집(JIDB)』Volume.11 No.10, 17~25쪽, 전체 9쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2020.10.30

영문 초록

Purpose: The purpose of this study is to narrow the target down to college students representing single-person households to identify the main attributes of their choice of Home Meal Replacement(HMR) and to look at the impact on satisfaction and repurchase intentions. Research design, data and methodology: An online survey was conducted for consumers who purchased HMR products at least once and a total of 264 questionnaires were used for demonstration analysis. The collected data have verified for validity and reliability between measurement variables through exploratory factor analysis and reliability analysis. Results: As a result, curiosity, economy, safety, and brand, which are HMR selection attributes that university students’ value, have a significant impact on satisfaction, and satisfaction has a significant impact on the intention of repurchase, a variable of behavior. In addition, the adjustment effect of health value pursuit was significant only in safety attributes. Conclusions: This study divided the target group to examine what the HMR selection attributes of single-person college students are, the main consumer of HMR, and how selective attributes affect satisfaction and willingness to repurchase. In the process, we wanted to find out if there was a moderating effect on the health-oriented values in the dietary lifestyle.

목차

1. Introduction

2. Theoretical Background

3. Research Method

4. Empirical Analysis

5. Conclusion and Implications

키워드

Home Meal Replacement Selection Attribute Health Value Seeking Single Household College Student