HMR 밀키트 상품의 선택속성이 브랜드이미지와 브랜드품질을 통해 재구매의도에 미치는 영향

Abstract

Changes in various fields of today's society are causing many changes in the lives of modern people. In particular, the spread of non-face-to-face culture triggered by the COVID-19 pandemic led to an increase in demand for home-cooked meals, which served as a driving force for the growth of the HMR meal kit industry. Accordingly, competition is intensifying as not only the food industry but also various distribution channels and delivery platforms participate in the market. As we enter the recovery phase of daily life after the transition to With COVID-19 in 2022, many meal kit sales companies participating and competing in the market have emerged with the need for appropriate response strategies and differentiation strategies to survive in the competition for survival. The purpose of this study is to determine the impact of selection attributes of HMR meal kit products on repurchase intention through brand image and brand quality. Based on previous research, the meal kit selection attributes were composed of economic efficiency, convenience, diversity, and healthfulness, and the brand image was composed of reliability and differentiation. For the study, a total of 400 questionnaires were distributed to adults in their 20s or older who had experience purchasing meal kits, and 365 were used for analysis. Smart PLS 4.0 was used for the empirical analysis. The results of this study are as follows. First, the hypothesis that the selection attributes of HMR meal kit products would have a significant impact on brand image was partially accepted. Second, the hypothesis that the selection attributes of HMR meal kit products would have a significant impact on brand quality was partially accepted. Third, the hypothesis that brand image would affect repurchase intention was accepted. Fourth, the hypothesis that brand quality would affect repurchase intention was accepted. The implications of this study are as follows. In the mature meal kit market, the structural relationship is identified at the level of consumer repurchase intention and brand management to secure sustainable growth and competitiveness of related companies and present strategic directions for the development of the industry as a whole and food culture.