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Study on Repurchase Intention of RTP HMR Products : Focused on Meal kit

RTP(Ready to Prepare) 가정편의식(HMR) 제품의 재구매의도에 관한 연구 : 밀키드(Meal kit)를 중심으로

Park, Min-Hee;Kwon, Mahn-Woo;Nah, Ken
박민희;권만우;나건

  • Received : 2018.11.13
  • Accepted : 2019.01.09
  • Published : 2019.02.28

Abstract

With the increase of single households and more women entering society, changes to lifestyle, a demand for convenience, and the recent trend for homemade meals, the market for HMR(Home Meal Replacements) is rapidly growing. This study reviewed the repurchase intentions of consumers for RTP(Ready-to-Prepare) HMR products, namely meal kits, and the moderating effect. The study found that i) ease of use increases with higher self-efficacy; ii) ease of use decreases with higher personal innovativeness, but usefulness and repurchase intentions increased; iii) repurchase intentions increase with higher social influence; iv) trust decreases with higher convenience, but repurchase intentions increased; v) trust and repurchase intentions increase with higher economic efficiency; and vi) price sensitivity has a moderating effect between trust and repurchase intentions. The outcomes of this study will not only provide a theoretical basis for a more detailed study of HMR, but is anticipated to be used as fundamental data for suggesting a direction for marketing strategies for product development and sales.

Keywords

HMR;RTP HMR;Meal kit;Repurchase Intention;Price Sensitivity

Acknowledgement

Supported by : 한국연구재단