초록 열기/닫기 버튼
This study divides the interest of food according to the social changes of women consumers into high involvement and low involvement, and builds on the precedent study of attributes of consumer preferred HMR. Based on the results of the relationship between food involvement, HMR selection attribute, and repurchase intention, we propose a strategy for establishing HMR marketing strategy and suggest implications for it. The scale of the questionnaire used demographic characteristics. The use of HMR is based on a nominal scale. For the rest of the questionnaires, a 5-point Likert scale was used. The scope of this study was the empirical analysis by statistical data processing after questionnaire for female consumers who had experience using HMR total of 350 questionnaires distributed from October 1, 2017 to October 15, 2017, and the final analysis was conducted with 314 copies of the questionnaires except for the lack of contents and the unreliable responses. The collected questionnaires were analyzed using the statistical package SPSS 21.0. The demographic characteristics and the status of HMR use were analyzed by frequency, and AMOS 20.0 was used for confirmatory factor analysis to evaluate the intrinsic validity and discriminant validity. Covariance analysis was performed for hypothesis testing. The results of this study are different from those of previous studies of HMR. In this study, HMR was more convenient for the female consumers' dietary life. In addition, due to recent changes in HMR awareness of consumers it is considered that existing HMR, which is convenience of choice, has been developed a lot of quality HMR considering health and safety and it is very helpful for dietary life. Therefore, the development company of HMR should keep differentiation from the marketing strategy and product development by continuously watching the consumer's awareness and response, which is different from the existing HMR.
키워드열기/닫기 버튼
food involvement, Home Meal Replacement Selection, Repurchase Intentions
