HMR 선택속성이 구매수요와 선택수요에 미치는 영향

Abstract

Purpose - In this study, the main purpose is to elucidate the factors determining the demand for HMR by confirming the purchase demand and selection demand according to the dietary lifestyle and HMR selection attribute factors considered by consumers in the process of selecting HMR. Design/Methodology/Approach - In order to achieve the above research objectives, the following methods were presented. First, using the truncated Poisson model (TNB), determinants of purchase demand were estimated through selection attribute factors, consumption value factors, demographic characteristics, and HMR usage patterns. Findings - As a result of estimating purchase demand determinants according to HMR involvement, it was found that safety, convenience, product quality, product promotion, and price rationality had a positive (+) effect in the high-involvement group, and convenience in the low-involvement group. Product quality, product promotion, and price rationality have a positive (+) effect, and it was confirmed that there was a difference between the groups involved based on the verification results through the LR-test. Research Implications - In HMR, demand determinants may vary depending on various circumstances such as purchase purpose or individual characteristics, so it will be possible to cope with customer demand through selection attribute factors considered by consumers.