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KMID : 0123420070120030344
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Korean Journal of Community Nutrition
2007 Volume.12 No. 3 p.344 ~ p.351
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The Structural Correlation between Consumer’s Attitudes and Intention of Repurchase of Home Meal Replacement (HMR) according to the Product Categories
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Chung La-Na
Lee Hae-Young
Yang Il-Sun
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Abstract
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The purposes of this study were to analyze the consumer inclination to convenience towards HMR in order to verify the
structural correlation of the actual state of consumption, and to analyze consequently, the direct or indirect effects among
‘frequency of using,’ ‘preference’, ‘satisfaction’, and ‘intention to repurchase’. The subjects were adults in their twenties
or older who had used HMRs and lived in Seoul and Gyeonggi Province in Korea. Random sampling of 550 subjects,
who were distributed a questionnaire from March 12 to 30, 2005. A total of 451 questionnaires were returned (the return
rates were 82%). The main results of this study were as follows : Regarding the types of HMR, ‘Ready to eat’ had
higher preference (3.31), satisfaction (3.33) and ‘intention to purchase it again’ (3.38) than those of ‘Ready to heat’ and
‘Ready to end-cook.’ Consumer inclination to convenience towards HMR was analyzed in order to verify the structural
correlation of the actual state of consumption, and consequently, the direct or indirect effects among ‘frequency of using,’
‘preference’, ‘satisfaction’, and ‘intention to repurchase’ were analyzed. The gross effect of ‘frequency of using’ on
‘intention to repurchase’ was 0.435, the gross effect of preference on ‘intention to purchase it again’ was 0.659, and the
gross effect of satisfaction on ‘intention to purchase it again’ was 0.772 for ‘Ready to eat.’ The gross effect of ‘frequency
of using’ on ‘intention to repurchase’ was 0.448, the gross effect of preference on ‘intention to repurchase’ was 0.556,
and the gross effect of satisfaction on ‘intention to repurchase’ was 0.654 for ‘Ready to heat.’ The gross effect of
‘frequency of using’ on ‘intention to repurchase’ was 0.432, the gross effect of preference on ‘intention to repurchase’
was 0.494, and the gross effect of satisfaction on ‘intention to repurchase’ was 0.608 for ‘Ready to end-cook.’ To
summerize the above results, there was a difference of the structural correlation among component concepts of the actual
state of consuming according to the criteria of HMR. Thus, it implied that differentiated sales strategies were needed
according to the criteria of HMR. (Korean J Community Nutrition 12(3) : 344~351, 2007)
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KEYWORD
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home meal replacement (HMR), preference, satisfaction, intention of repurchase, path analysis
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