A Study on the Relationship between Customer Perceived Value of Meal Kit Use and Continuous Usability Research

A Study on the Relationship between Customer Perceived Value of Meal Kit Use and Continuous Usability Research

The purpose of this study is to examine the relationships between the Customer Perceived Value (CPV) of meal kit use, subjective happiness, life satisfaction and continuous usability. People are cooking less at home often and relying more on food prepared outside of the home, which is often of less nutritious than a home-cooked meal. Meal Kits are convenient and nutritious, and are widely purchased by people nowadays. Therefore, this study aimed to assess the relationships. The questionnaire survey was administered through a Chinese online questionnaire star. The sampling of the study was conducted for customers in China who have experience in using meal kit products and 582 copies of the questionnaire were used for analysis. The statistical methods of reliability analysis, exploratory analysis, confirmatory factor analysis, correlation analysis, and structural equation model analysis statistical methods were used by SPSS 26.0 and AMOS 28.0 software. As a result of the analysis, first, customer perceived value (CPV) of meal kit use has a positive impact on subjective happiness, second, customer perceived value (CPV) of meal kit use has a positive impact on life satisfaction feel. Third, subjective happiness has a positive impact on life satisfaction feel. Forth, subjective happiness has a positive impact on continuous usability. Fifth, life satisfaction feel has a positive impact on continuous usability. Sixth, subjective happiness plays an intermediary variable role between CPV of meal kit use and continuous usability. Seventh, life satisfaction feel plays an intermediary role between CPV of meal kit use and continuous usability. This study is expected to provide basic data for researchers performing meal kit product-related research, and a rationale for suggesting a direction for product development in a food service company and using marketing strategies.

The purpose of this study is to examine the relationships between the Customer Perceived Value (CPV) of meal kit use, subjective happiness, life satisfaction and continuous usability. People are cooking less at home often and relying more on food prepared outside of the home, which is often of less nutritious than a home-cooked meal. Meal Kits are convenient and nutritious, and are widely purchased by people nowadays. Therefore, this study aimed to assess the relationships. The questionnaire survey was administered through a Chinese online questionnaire star. The sampling of the study was conducted for customers in China who have experience in using meal kit products and 582 copies of the questionnaire were used for analysis. The statistical methods of reliability analysis, exploratory analysis, confirmatory factor analysis, correlation analysis, and structural equation model analysis statistical methods were used by SPSS 26.0 and AMOS 28.0 software. As a result of the analysis, first, customer perceived value (CPV) of meal kit use has a positive impact on subjective happiness, second, customer perceived value (CPV) of meal kit use has a positive impact on life satisfaction feel. Third, subjective happiness has a positive impact on life satisfaction feel. Forth, subjective happiness has a positive impact on continuous usability. Fifth, life satisfaction feel has a positive impact on continuous usability. Sixth, subjective happiness plays an intermediary variable role between CPV of meal kit use and continuous usability. Seventh, life satisfaction feel plays an intermediary role between CPV of meal kit use and continuous usability. This study is expected to provide basic data for researchers performing meal kit product-related research, and a rationale for suggesting a direction for product development in a food service company and using marketing strategies.