다항로짓모형을 통한 밀키트 수요결정요인 연구

Abstract

Previous studies have verified several significant influence relationships between satisfaction factors and meal kit consumers. However, research on factors that consumers consider in the process of purchasing meal kits is lacking, and further research is needed.Therefore, this study estimates the demand determinants using a multinomial logit model, a discrete choice model, to examine the multifaceted influence relationships that consumers may consider when choosing meal kits. This study derived the following results. In terms of meal kit selection attributes, the convenience factor is the most influential, followed by the quality, taste, price, brand, and packaging factors. In terms of consumption value, the novelty value factor is the most influential, followed by the social value factor. These results indicate that the factors that consumers consider when determining the demand for meal kits differ depending on the type of menu, which is the significance of this study.