밀키트 소비자들의 외식소비성향이 구매의도 및 추천의도에 미치는 영향-광주광역시 소비자를 중심으로- (The Effects of the Food Service Consumption Propensity of Meal Kit Consumers on Purchase Intention and Recommendation Intention -Focused on consumers in Gwangju-)

서지정보

· 발행기관 : 한국외식산업학회
· 수록지 정보 : 한국외식산업학회지 / 19권 / 3호 / 195 ~ 207페이지
· 저자명 : 박경태

초록

With the recent increase in one-person households, the culture of eating alone has been settled down. As the COVID-19 spread in 2020, Home Meal Replacement (HMR), Restaurant Meal Replacement (RMR), and Meal Kit products have drawn a lot of attention. In particular, meal kit convenience products came to receive more attention from consumers. Therefore, this study analyzed the food service consumption propensity of consumers who experienced any meal kit products and looked into the effects of the food service consumption propensity on meal kit purchase intention and recommendation intention. The subjects of this study were consumers aged over 20 living in Gwangju, who experienced their purchase of meal kit products. A questionnaire survey was conducted with them, and finally a total of 200 data were used for statistical analysis. As a result, all the factors of food service consumption propensity-convenience-oriented type, health-oriented type, and taste-oriented type-positively affected purchase intention and recommendation intention. The suggestion, limitation, and future direction of this study are as follows. First, in line with consumers’ needs including quickness, convenience, and taste, it is necessary to develop various kinds of meal kits. Second, it is required to research meal kits to stimulate consumers purchase desire in consideration of taste and food quality. Third, it is necessary to analyze differences by food company or distributor brand, the strengths and weaknesses of their meal kit products. Based on the analysis results, it will be possible to suggest useful plans for developing meal kit products and provide useful information for the development.

영어초록

With the recent increase in one-person households, the culture of eating alone has been settled down. As the COVID-19 spread in 2020, Home Meal Replacement (HMR), Restaurant Meal Replacement (RMR), and Meal Kit products have drawn a lot of attention. In particular, meal kit convenience products came to receive more attention from consumers. Therefore, this study analyzed the food service consumption propensity of consumers who experienced any meal kit products and looked into the effects of the food service consumption propensity on meal kit purchase intention and recommendation intention. The subjects of this study were consumers aged over 20 living in Gwangju, who experienced their purchase of meal kit products. A questionnaire survey was conducted with them, and finally a total of 200 data were used for statistical analysis. As a result, all the factors of food service consumption propensity-convenience-oriented type, health-oriented type, and taste-oriented type-positively affected purchase intention and recommendation intention. The suggestion, limitation, and future direction of this study are as follows. First, in line with consumers’ needs including quickness, convenience, and taste, it is necessary to develop various kinds of meal kits. Second, it is required to research meal kits to stimulate consumers purchase desire in consideration of taste and food quality. Third, it is necessary to analyze differences by food company or distributor brand, the strengths and weaknesses of their meal kit products. Based on the analysis results, it will be possible to suggest useful plans for developing meal kit products and provide useful information for the development.

참고자료

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