소고기 밀키트 제품의 선택속성이 소비자만족도와 재구매의도에 미치는 영향: 레시피 동영상 시청의 조절효과를 중심으로

Abstract

This study aimed to examine the relationship between selection attributes for beef meal kits on consumer satisfaction and repurchase intention, analyzing the moderating effect of watching recipe videos on the relationship between consumer satisfaction and repurchase intention. This study recruited 154 adult students in their 20s or older registered at “A” cooking academy in Seoul. Thus, a beef meal kit product was provided to them, and a self-filling online questionnaire was conducted. The survey was performed from August 1 to 31, 2022, and 151 responses were used for the analysis, excluding 3 responses with incomplete responses and missing values. Statistical analysis was performed using SPSS 23.0 program. As a result, this study confirmed that the convenience factor among beef meal kit selection attributes significantly affected consumer satisfaction and repurchase intention. Also, this study revealed that watching recipe videos had a partial moderating effect on the relationship among selection attributes, customer satisfaction, and repurchase intention. In conclusion, this study confirmed that the convenience factor and the provision of recipe videos should be considered when selling beef meal kit products.