The Effects of HMR Selection Attributes on Satisfaction and Repurchase Intention : The Moderating Role of Shopping Channel

This study examined the effect of the importance of selective attribute of HMR (Home Meal Replacement) on customers’ satisfaction and repurchase intention which is rapidly increasing with the changes of demographic, social and cultural trends as well as the influence of on and offline shopping channel moderating role. Based on the research of previous studies, it assumed the selection attributes of HMR products were price, convenience, menu, freshness. With 231 surveyed questionnaires, this study was conducted using SPSS 21.0 to verify the validity and reliability of the measured variables and the SEM (structural equation model) was used as statistical method for examining the hypotheses in this study. The analysis showed that price, convenience, and freshness had a significant effect on satisfaction, whereas menu did not affect satisfaction and the effect of satisfaction on repurchase intention was statistically significant. However, the results were different depending on the on and offline shopping channel for customers to buy HMR products. Price, menu and freshness are affected by online shopping, meanwhile convenience is more influenced by offline. Nevertheless, only when convenience has an effect on satisfaction, the effect of moderating role by shopping channel is statistically verified. This study analyzed the effect of selection attribute of HMR products on the satisfaction, repurchase intention, and the influence of each shopping channel, and provided practical implications.