가정편의식(HMR)의 선택속성과 만족, 재구매의도 간의 구조적 관계연구

A Study on Structural Relationship Selection Attributes for Home Meal Replacement, Satisfaction, and Repurchase Intention: Focusing on Customers of Franchise Convenience Store

The purpose of this study is to identify the structural relationship between selection attributes for home meal replacement (HMR), satisfaction, and repurchase intention. For the research, this study conducted a survey on people who recently purchased home meal replacement at a franchise convenient store by using the convenient sampling method among the non-probability sampling method. For the questionnaire, this study used the online questionnaire provided by Google and distributed the questionnaires to acquaintances and co-workers. Total 261 questionnaires were analyzed using structural equation model with SPSS 18.0 and AMOS 18.0 to verify the hypotheses. In hypothesis 1, the subfactor for selection attribute of home meal replacement, food quality, convenience, and price had positive (+) influence on the satisfaction. In hypothesis 2, among the selection attribute for home meal replacement, only convenience had positive (+) influence on repurchase intention. Lastly, in hypothesis 3, the satisfaction had positive (+) influence on the repurchase intention. This research result suggests operational implications for marketing strategy in food service company and provides theoretical implications for the theory on the customer behavior.