Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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A study on the buying behavior of meal kits according to the lifestyle of the MZ generation

MZ세대 라이프스타일에 따른 밀키트 구매 행태 연구

  • Ahn, Doe-Kyoung (Digital Media Design, HongIk University, International Design School for Advanced Studies) ;
  • Kim, Seung-In (Digital Media Design, HongIk University, International Design School for Advanced Studies)
  • 안도경 (홍익대학교 국제디자인전문대학원 디지털미디어디자인 전공) ;
  • 김승인 (홍익대학교 국제디자인전문대학원 디지털미디어디자인 전공)
  • Received : 2021.11.24
  • Accepted : 2022.02.20
  • Published : 2022.02.28
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Abstract

The purpose of this study is to derive the factors for purchasing a meal kit in their 20s and 30s and analyze the purchasing behavior from which factors they want to buy a meal kit in each lifestyle type. The first methodology of this study is inducing 7 factors derived from previous research on purchasing a meal kit. The second is the in-depth interview on 3 male and 3 female participants with clear purchasing criteria. As a result of the study, meal kit buyers in their 20s-30s evaluated the importance of purchasing factors in the order of quality, convenience, and taste on average in the survey. In in-depth interviews, more than half answered that they could be satisfied with the experience of using the meal kit at least freshness met. In conclusion, MZ generation meal kit consumers have a high rate of pursuing rational consumption. This study is valuable in understanding the priorities of the MZ generation's meal kit purchasing attributes and examining lifestyle type's purchasing behaviors.

본 연구는 밀키트를 구매하는 20대에서 30대의 밀키트 구매 요인을 도출하고, 각 라이프스타일 유형에서 어떤 요인에서 밀키트를 구매하길 원하는지 구매 행태를 분석하는 데 목적이 있다. 연구 방법으로는 1차로 선행연구와 문헌연구를 통해 밀키트 구매 요인을 7가지로 설정하여 설문 조사를 진행하였다. 2차로 구매 기준이 명확한 설문 참여자 남녀 각각 3명, 총 6명을 선정하여 심층면접법을 진행하였다. 연구 결과, 20-30대 밀키트 구매자는 설문 조사에서 밀키트 구매 시 평균적으로 품질, 편리, 맛 순서로 구매 요소의 중요도를 평가하였고, 심층 인터뷰에서는 절반 이상의 피험자가 최소한 신선도가 충족되면 밀키트 사용 경험에 만족할 수 있다고 답하였다. 결론적으로, MZ세대 밀키트 소비자는 합리적 소비를 추구하는 비율이 높은 것을 알 수 있었다. 본 연구는 MZ세대의 밀키트 구매 속성 우선순위를 파악하고, 생활양식 유형의 구매 행태를 알아보는 데에 가치가 있다.

Keywords

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