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


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.


  1. 이학식, 임지훈 (2009) 구조방정식 모형분석과 AMOS 16.0. 법문사, 서울. pp 186-191.
  2. Chen PT, Hu HH (2010) The effect of relational benefits on perceived value in relation to customer loyalty: An empirical study in the Australian coffee outlets industry. International J of Hospitality Management 29: 405-412. https://doi.org/10.1016/j.ijhm.2009.09.006
  3. Cho MH, Kim TY (2007) Product development for domestic business traveller in mid-priced hotels: Application of conjoint analysis. J of Tourism Research 31: 201-222.
  4. Choi IH (2009) Effect of precious metals and jewelry items' properties on shopping value and consumer satisfaction. MS Thesis Kyunggi University, Seoul. p 65-66.
  5. Choi WL, Park JH (2009) The effect of customer participation on service quality, value and repurchase-intention. J of Marketing Management 14: 177-204.
  6. Choi YB (2008) The Effects of kimchi product selection attribute on customer satisfaction and repurchase intent. The Korean J of Culinary Research 14: 203-216.
  7. Chung LN (2005) Analysis of consumer in clination to convenience towards home meal replacement in Korea. Ph D Dissertation Yons-ei University, Seoul. p 131.
  8. Chung LN, Lee HY, Yang IS (2007a) What's the consideration consideration attribute on purchasing the HMR?. Korean J Food Culture 22: 315-322.
  9. Chung LN, Lee HY, Yang IS (2007b) The structural correlation between consumer's attitudes and intention of repurchase of home meal replacement (HMR) according to the product categories. Korean J Community Nutrition 12: 344-351.
  10. Costa AIA, Dekker M, Beumer RR, Rombouts FM, Jongen WMF (2001) A consumer-oriented classification system for home meak replacements. Food Quality and Preference 12: 229-242. https://doi.org/10.1016/S0950-3293(01)00010-6
  11. Hirschman EC, Holbrook MB (1982) Hedonic consumption: emerging concepts, methods and propositions. J of Marketing 46: 92-101.
  12. Hong BS, Na YK (2007) The effect of apparel customer's product, price attributes and shopping values on internet shopping satisfaction. J of the Korean Society of Clothing and Textiles 31: 1075-1084. https://doi.org/10.5850/JKSCT.2007.31.7.1075
  13. Jang YJ (2009) Mature consumers' consumption patterns and selection attributes regarding home meal replacement (HMR). J of Foodservice Management Society of Korea 12: 97- 119.
  14. Jeon HK, Kang IH, Cho WS (2010) A study on the structural of characteristics in tourism site, tourists' perceived value, satisfaction and behavioral intention. J of Tourism Research 25: 237-258.
  15. Jeon HM, Lee SB (2009) Research on home meal replacement (HMR) product development through conjoint analysis. Korean Academic Society of Hospitality Administration 18: 301-315.
  16. Jeong IG, Park CJ (2004) A study of the effects of the customer value and switching barriers on the repurchase intention in internet shopping malls. The Korea Society of Management Information Systems 14: 185-209.
  17. Jung HS (2011) A study on the purchase behavior of HMR according to the dietary life-styles by female consumers. MS Thesis Chung-Ang University, Seoul. p 24-31.
  18. Jung HS, Park JR, Yoon HH (2010) The effects of employees' emotional intelligence upon organizational citizenship behavior and job performance in the foodservice industry. J of Culinary Research 16: 134-148.
  19. Kang HS (2008) The effect of selection attributes of local airlines' e-tickets on customer satisfaction and repurchase intention experienced by travel agencies. J of Tourism Research 23: 121-138.
  20. Kim BS (2010) Study of the influence of electronic commerce e-service quality on the perceived value of websites, customer satisfaction and e-loyalty -focused on the internet open market-. MS Thesis Inha University, Incheon. p 28.
  21. Kim E (2010). A study on the influence of peripheral cue of package design on consumer's purchase intention - focused on Makgeolli (rice wine) brand -. MS Thesis Hong-ik University, Seoul. p 10.
  22. Kim GA (2010) A study on the classification of home meal replacement. MS Thesis Kyonggi University, Seoul. p 2.
  23. Kim HY (2006) The development of a marketing strategy based on HMR customer characteristics. MS Thesis Kyonggi University, Seoul. p 49-60.
  24. Kim JH (2011) Relationship among theme park employee's transformational leadership, innovative behaviors and organizational commitment. Korea J of Tourism and Hospitality Research 25: 233-254.
  25. Kim JY, Song HJ, Park SS (2005) Segmentation of the home meal replacement (HMR) market by lifestyle: The case of S department store in Kang-nam, Seoul. J of Foodservice Management Society of Korea 8: 137-155.
  26. Kim SH, Kwon SM (2007) The study on selection attributes and expenditures according to the HMR(home meal relacement) customers' lifestyle. J of Hospitality and Tourism Studies 9: 16-30.
  27. Kim SH, Kwon SM, Shim BS (2007) A study on the effects of using HMR customer's selection attribute on expenditure and purchasing frequency: Focus on customers using food-court in Seoul. J of Foodservice Management Society of Korea 10: 91-110.
  28. Kim YK, Kim JY (2009) A study on the lifestyles of wine consumers in relationship with wine selections attributes, values and satisfaction. J of Tourism Research 23: 239-258.
  29. Ko JY, Jung MR (2006) The selection attributes of wine: Winerelated lifestyle approach. J of Foodservice Management Society of Korea 9: 51-67.
  30. Kuo YF, Wu CM, Deng WJ (2009). The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services. Computers in Human Behavior 25: 887-896. https://doi.org/10.1016/j.chb.2009.03.003
  31. Kwon HS (2008) Study on choice factors of the well-being foods - based on home meal replacement (HMR). MS Thesis Chonbuk National University, Jeonju. p 6.
  32. Kwon TS, Lee YN, Choi W (2005) HMR selection motive and behaviorism by lifestyle type. Korea Hotel Resort Research 4: 395-408.
  33. Kwun D JW (2011) Effects of campus foodservice attributes on perceived value, satisfaction, and consumer attitude; A gender-difference approach. International J of Hospitality Management 30: 252-261. https://doi.org/10.1016/j.ijhm.2010.09.001
  34. Lee HY, Chung LN, Yang IS (2005) Conceptualizing and prospecting for home meal replacement (HMR) in Korea by Delphi technique. Korean J Nutrition 38: 251-258.
  35. Lee IJ, Shin YD, Yu HK (2011) An empirical analysis of relationships among perceived value of service, switching costs, and relational performance in upscale hotels. Korean Academic Society of Hospitality Administration 20: 209-225.
  36. Lee IS, Shin SJ, Shin WR, Yang YJ, Jung HS, Yoon HH (2011) The effects of service quality in Korean restaurants upon customers utilitarian value, hedonic value and satisfaction of foreigners living in Korea. J of Foodservice Management Society of Korea 14: 259-278.
  37. Lewis RC (1984) Isolating differences in hotel attributes. The Cornell Hotel and Restaurant Administration Quarterly 25: 54-91.
  38. MacKenzie SB, Lutz RJ (1989) An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. J Marketing 53: 48-65. https://doi.org/10.2307/1251413
  39. Noh KS (2009) Analysis of the relationship between functional design of flexible food packaging and consumer behavior. Ph D Dissertation Konkuk University, Seoul. p 1.
  40. Olsen NV, Sijtsema SJ, Hall G (2010) Predicting consumers' intention to consume ready-to-eat meals. The Role of Moral attitude. Appetite 55: 534-539.
  41. Park HH, Ku YS, Koo DM (2007) The influence of consumer's shopping values on the evaluations of fashion product attributes and brand re-purchase intention - Focused on the moderating role of price level -. J of the Korean Society of Clothing and Textiles 31: 236-246. https://doi.org/10.5850/JKSCT.2007.31.2.236
  42. Park JW (2005) Service quality survey of HMR businesses using the QFD technique. MS Thesis Gyeonggi University, Seoul. p 82.
  43. Park KH, Choi SK, Choi YK (2009). A study on the relationship between perceived value and customer response regarding service and food quality at five-star hotel restaurants. Korean J of Culinary Research 15: 70-83.
  44. Petrick JF (2002) Development of a multi-dimensional scale for measuring the perceived value of a service. J of Leisure Research 34: 119-134. https://doi.org/10.1080/00222216.2002.11949965
  45. Rust RT, Oliver RL (1994). Service quality : New directions in theory and practice, Sage, Publications, London. pp 1-19.
  46. Ryu HY (2007). The effect of choice attributes evaluation, perceived value, consumer satisfaction on the reuse intention in food service industry. MS Thesis Chosun University, Kwangju. p 16.
  47. Sanchez-Fernandez R, Iniesta-Bonillo MA (2009) Efficiency and quality as economic dimensions of perceived value: Conceptualization, measurement, and effect on satisfaction. J of Retailing and Consumer Services 16: 425-433. https://doi.org/10.1016/j.jretconser.2009.06.003
  48. Son BM (2011). The effect of destination choice attributes on perceived value and loyalty of tourists. J of Tourism Research. 26: 201-228.
  49. Suk KH (2008) The moderating role of product familiarity on the relationship between attribute similarity and choice. J Korea Marketing Review 23: 57-73.
  50. Sweeney JC, Soutar GN (2001) Consumer perceived value: The development of a multiple item scale. J of Retailing 77: 203-220. https://doi.org/10.1016/S0022-4359(01)00041-0
  51. Yun JK, Lee YC, Lee YG (2010) The impact on recognized value, satisfaction, and royalty of customer by service quality of online shopping mall. J of Korean Distribution Association 13: 5-28.
  52. Zeithaml VA (1988) Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. J of Marketing 52: 2-22. https://doi.org/10.2307/1251446