초록 열기/닫기 버튼
Through this study, it is possible to understand the influence relationship between meal kit selection attributes and customer satisfaction and purchase intention, and to understand the importance and satisfaction of consumer groups necessary for new product development. After identifying the needs, it is thought that new products and marketing methods can be developed. In previous studies, it was said that convenience and purchase intention among the HMR product selection attribute factors had an effect, but in this study, it was verified that there was no relationship between convenience and purchase intention among the meal kit product selection attribute factors. In future meal kit studies, follow-up studies should be conducted after supplementing these points. A total of 266 copies of the survey in this study were used for analysis, and <H1-1> found that convenience among the selection attribute factors had a significant positive (+) effect on customer satisfaction. <H-3> was found to have a significant positive (+) effect between customer satisfaction and purchase intention. Therefore, value, diversity, and health did not affect customer satisfaction and purchase intention.
키워드열기/닫기 버튼
Product Selection Attribute, Meal-Kit, Customer Satisfaction, Purchase Intention
