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KMID : 1011620190350020208
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Korean Journal of Food and Cookey Science
2019 Volume.35 No. 2 p.208 ~ p.215
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Influence of Consumption Value on the Attitude, Customer Satisfaction and Purchase Intention for Convenience Store Refrigerated HMR Products
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Lee Hyoung-Geun
Hong Wan-Soo
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Abstract
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Purpose: The purpose of this study was to obtain basic data on the development of a marketing strategy of convenience store home meal replacement (HMR) products by analyzing the influence of the consumption value on the attitude, satisfaction and purchase intention.
Methods: This study was conducted from October 30, 2017 to November 10, 2017, on 207 people (analysis rate 93.6%) in their 20s who purchased refrigerated HMR products at convenience stores. Data analysis was performed using SPSS ver 21.0 for frequency analysis, factor analysis, reliability verification, and multiple regression analysis.
Results: The five consumption values identified by factor analysis were the functional value, emotional value, conditional value, social value and rare value. Regarding the influence of the variables, the emotional value (p<0.001) and conditional value (p<0.01) had a significant influence on the product attitude; the emotional value (p<0.001), social value (p<0.05), and conditional value (p<0.001) had a significant influence on the customer satisfaction of convenience store refrigerated HMR products; and the emotional value (p<0.001) and conditional value (p<0.001) had a significant influence on the purchase intention for convenience store refrigerated HMR products.
Conclusion: The consumption value influences the customer attitude, satisfaction and purchase intention for convenience store refrigerated HMR products, among which the emotional value was found to be the most important factor.
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KEYWORD
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home meal replacement (HMR), consumption value, product attitude, customer satisfaction, purchase intention
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