무인 밀키트 판매점의 선택속성이 관계의 질과 행동의도에 미치는 영향

Abstract

This study used 363 questionnaires for statistical analysis from December 1 to 20, 2023 targeting consumers who used meal kit stores. As a result of the analysis, first, brand, safety, quality, and price, which are optional attributes of unmanned meal kit stores, had a positive effect on satisfaction. Second, quality and price, which are optional attributes of unmanned meal kit stores, had a positive effect on trust. Third, brand, quality, design, and price, which are optional attributes of unmanned meal kit stores, had a positive effect on repurchase intention. Fourth, safety and price, which are optional attributes of unmanned meal kit stores, had a positive effect on recommendation intention. Fifth, satisfaction and trust, the quality of relationships, had a positive effect on repurchase intention. Sixth, satisfaction and trust had a positive effect on recommendation intention. Therefore, companies need to build an unmanned automation system with enhanced safety in consideration of factors related to the purchase behavior of consumers who purchase meal kits, and it can help establish product directions and marketing strategies to improve meal kit standards to provide some implications.