HMR 편의점 도시락의 메뉴특성이 기능적 소비가치와 재구매 의도에 미치는 영향

Abstract

The purpose of this study is to investigate the relationship between functional consumption value and repurchase intention from consumers who have experienced lunch box in convenience store. As a result of Hypothesis 1, the taste, originality, and harmony of lunch were positively significant in the functional value among the variables of selection attributes of the convenience store HMR products. As a result of Hypothesis 2, taste, originality, harmony, and nutrition among the variables of HMR convenience store lunch menu have a positive effect on repurchase intention. As a result of Hypothesis 3, functional value was proved to have a positive effect on repurchase intention. These result contributed that HMR convenience store improves the quality of the lunch box and suggests various development strategies along with marketing strategies to enhance the competitiveness of the company. There is also implication as a basic data of the growing HMR convenience store lunch market. Through various elements of menu characteristics, it can be expected to have a positive effect on improving the image of the company as well as improving the quality of the lunch box at the convenience store.