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The Effects of Selection Attributes for HMR on Satisfaction and Repurchase Intention: Comparative Analysis of Convenience Store and Large Market

HMR 선택속성이 만족과 재구매의도에 미치는 영향: 편의점과 대형마트의 비교 분석

  • 양동휘 (초당대학교 호텔조리학과)
  • Received : 2018.03.01
  • Accepted : 2018.03.13
  • Published : 2018.03.31

Abstract

The study set up research models and hypotheses to examine the influence of HMR selection attributes on satisfaction and repurchase intention by distribution channels(convenience store/large market), verify the research hypothesis through empirical analysis, respectively. The purpose of this study is to investigate the convenience sampling method of HMR purchase from convenience store and large market in Seoul and Gyeonggi area. The survey was conducted from January 8, 2018 to January 26, 2018, and 300 questionnaires were distributed and 289 of them were used as an effective data. For the empirical analysis, SPSS 20.0 was used. The results of the analysis are as follows. First, product quality only has a significant effect on satisfaction among HMR selection attributes at convenience store, and product safety and convenience have no significant effect on satisfaction. Second, only the convenience of HMR selection attributes in the large market has a significant effect on satisfaction, and product safety and product quality have no significant effect on satisfaction. Third, HMR satisfaction in convenience stores and large markets has a significant effect on repurchase intention. The purpose of this study is to investigate the relationships among HMR selection attributes, satisfaction, and repurchase intention, which are important in the existing HMR research, by each distribution channel(convenience store/large market). It is meaningful to help them establish an effective sales strategy for each segment.

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