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KMID : 1134820200490070735
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Journal of the Korean Society of Food Science and Nutrition
2020 Volume.49 No. 7 p.735 ~ p.742
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Influence of Selection Attributes for HMR on 50+ Generations’ Satisfaction and Repurchase Intention
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Baek Cho-Rong
Jeon Min-Sun
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Abstract
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This study examined the usage behavior and selection attributes in Home Meal Replacement (HMR) products and analyzed the effects of satisfaction and repurchase intention among the 50+ generation (those between 50 and 64 years of age). For data collection, an online survey was carried out on a nationwide basis. The results showed that the effect of the selection attributes on the satisfaction of HMR products were 16.0%, and the repurchase intention had an influence of 16.0%. Among the statistically significant independent variables, cost-effectiveness had the greatest influence on satisfaction and repurchase intention, followed by quality. Satisfaction had a 79.2% influence on the repurchase intention. The results suggest that cost-effectiveness and quality of HMR products affects satisfaction and repurchase intention, and consumers with high satisfaction tended to purchase continuously. When developing products and services targeting the 50+ generation, it can be important to understand their demands more cost-effectively and healthily.
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KEYWORD
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50+ generation, HMR, selection attributes, satisfaction, repurchase intention
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