RTH형 HMR 상품의 선택 속성이 신뢰, 소비자 만족 및 재구매 의도에 미치는 영향

초록

This study investigated the effects of selective attributes of HMR on consumer satisfaction and trust, effect on repurchase intention, and explored customer choice in the further development of RTH­HMR products. This study was conducted online using Google forms, targeting Korean consumers in their 20s to 60s who had purchased RTH­HMR within the last 6 months. A total of 471 questionnaires were recovered and analyzed for the survey. In this study, the selective attributes of RTH­HMR products were defined as convenience, health, food quality, and price, and the effects of these selective attributes on trust, customer satisfaction, and repurchase intention were examined based on previous research on the correlations among these factors. First, convenience, health, price, and food quality were selected as attribute factors of RTH­HMR in purchasing. Food quality, convenience, price and health have been shown to have a significant impact on trust. Second, trust was found to have a significant positive (+) effect on customer satisfaction. Third, trust was found to have a significant positive (+) effect on repurchase intention. Fourth, customer satisfaction was found to have a significant positive (+) effect on repurchase intention. The findings indicate that food quality, convenience, price, and health were considered when purchasing RTH­HMR products. Therefore, it suggested that these factors are major factors to develop the RTH­HMR products for customer satisfaction.

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