채식 가정간편식 선택속성, 만족도 및 재구매의도 간의 영향관계에 관한 연구

Abstract

Although the growing interest in vegetarian home meal replacement (HMR), there is little research regarding the relationship among selection attributes of vegetarian HMR, customer satisfaction, and repurchase intention. Therefore, the purpose of our study was to investigate the effect of vegetarian HMR attributes on customer satisfaction and repurchase intention. In terms of data, a survey was conducted for vegetarians who have recently used vegetarian HMR products. A total of 200 questionnaires were distributed and collected, which was deemed to provide an effective sample for our study. In order to examine the hypotheses, we employed frequency analysis, factor analysis, and regression analysis by using SPSS 22.0. Based on the results, we found that vegetarian HMR selection attributes significantly affected customer satisfaction, which in turn significantly affected repurchase intention. Those significant findings can greatly contribute to the development, promotion, and marketing of vegetarian HMR products in the future.