밀키트 제품 선택속성이 구매의도에 미치는 영향 연구 －브랜드이미지의 매개효과 중심으로－

Abstract

The purpose of this study is to find out the factors that actually affect the intention to purchase the meal-kit targeting the meal-kit consumers and to analyze the relationship between the factors. Factors affecting purchase intention were classified into meal-kit attributes and brand image. The sub-variables of the meal-kit attributes were classified into convenience, economic feasibility, quality and taste. The research model, which is a simple mediating model, was analyzed with the meal-kit attribute as independent variables, the brand image as the mediator, and purchase intention as the dependent variable. A total of 500 copies were distributed and 474 copies were collected. of these, 449 copies were used for analysis, excluding 25 questionnaires containing missing values o r inappropriate responses. SPSS Win Ver.22.0 and PROCESS macro v3.5 were used as statistical tools for data analysis. As a result of the analysis, first, convenience, economic feasibility, and taste had a significant effect on purchase intention, and quality did not significantly affect purchase intention. Second. convenience, quality and taste among the attributes of the meal-kit were found to have a significant effect on the brand image. On the other hand, economic feasibility did not significantly affect the brand image. Third, brand image appears to have a significant effect on purchase intention. Fourth, the indirect effects of convenience, quality, and taste of the meal-kit attributes on purchase intention through the brand image were all found to be significant.