Abstract
The purpose of this study is to investigate the influence of HMR selection attributes on repurchase intention of college students and to investigate whether the sought value of HMR selection attributes and repurchase intention plays a moderate role. In this study, we conducted a questionnaire survey on college students who had experience purchasing HMR around the Seoul area using the convenience sampling method. The 330 questionnaires were distributed, of which 321 were used for analysis. The results of this study are as follows. First, cooking convenience, price & volume of HMR selection attributes of college students positively affect repurchase intention, and food safety has a negative effect on repurchase intention. Second, the sought value of college students has a moderating role between the food quality & diversity and repurchase intention of HMR selection attributes. In addition, the sought value of college students was found to play a moderate role between the brand & purchase location and repurchase intention of HMR selection attributes. The results of this study suggest that companies should provide useful data to develop competitive products and effective sales strategies to meet the desires of college students by segmenting target markets.
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