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The purpose of the study was to investigate HMR key buying factors and HMR improvement points by college students according to demographic characteristics and HMR use characteristics. A total of 263 samples were conveniently selected from 20's college students from October 7, 2013 to October 11, 2013. The results were as follows. The factor analysis showed that there were five dimensions for HMR key buying factor: food safety; convenience; taste and price; appearance and packaging; and positive experience. Among the demographic characteristics, there was a significant difference in HMR key buying factors by grade and pocket money. And among HMR use characteristics, there was a significant difference in HMR key buying factors by purchasing cost, purchasing place, reason for choosing purchasing place, purchasing type, companion, consideration factor for repurchase and acquisition of HMR information. The study concluded with the implications of the study and future research.



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HMR, Use Characteristic, Key Buying Factor, Improvement Point