A Study on the Influence of the Selective Attributes of Home Meal Replacement on Perceived Utilitarian Value and Repurchase Intention: Focus on Consumers of Large Discount and Department Stores

HMR(Home Meal Replacement) 선택속성이 지각된 효용적 가치, 재구매 의도에 미치는 영향에 관한 연구: 대형 할인마트와 백화점 구매고객을 대상으로

  • Seo, Kyung-Hwa (Dept. of Culinary Science and Fod Service Management, Graduate School, Kyung Hee University) ;
  • Choi, Won-Sik (Dept. of Culinary Science and Fod Service Management, Graduate School, Kyung Hee University) ;
  • Lee, Soo-Bum (Dept. of Culinary Service Management, Kyung Hee University)
  • 서경화 (경희대학교 일반대학원 조리외식경영학과) ;
  • 최원식 (경희대학교 일반대학원 조리외식경영학과) ;
  • 이수범 (경희대학교 조리.서비스경영학과)
  • Received : 2011.09.03
  • Accepted : 2011.12.08
  • Published : 2011.12.31

Abstract

The purpose of this study is to analyze products for good taste and convenience, which become an engine to constantly create customers. In addition, this study is aimed at investigating the relationship between the selective attributes of Home Meal Replacement, the perceived utilitarian value, and the repurchase intention, and drawing new suggestions on the Home Meal Replacement market from a new marketing perspective. Based on a total of 215 samples, this study reviewed the reliability and fitness of the research model and verified a total of 5 hypothesized using the Amos program. The result of study modeling was GFI=0.905, AGFI=0.849, NFI=0.889, CFI=0.945, and RMR=0.0.092 at the level of $x^2$=230.22 (df=126, p<0.001). First, the food quality (${\beta}$=0.221), convenience (${\beta}$=0.334), packing (${\beta}$=0.278), and employee service (${\beta}$=0.204) of home meal replacement consideration attributes had a positive (+) influence on perceived utilitarian value. Second, perceived utilitarian value (${\beta}$=0.584) had a positive (+) influence on repurchase intention. The factors to differentiate one company from other competitors in terms of the utilitarian value are the quality of food, convenience, wrapping, and services by employees. This study has illustrated the need to focus on the development of a premium menu to compete with other companies and to continue to research and develop nutritious foods that are easy to cook. Moreover, the key factors to have a distinct and constant competitive edge over other companies are the alleviation of consumer anxiety over wrapping container materials, the development of more designs, and the accumulation of service know-how. Therefore, it is necessary for a company to strongly develop the key factors based on its resources as a core capability.

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