HMR 선택속성이 소비자태도와 재구매의도에 미치는 영향

Abstract

This study attempts to analyze the effect of HMR selection attributes on consumer attitudes and repurchase intentions from a consumer perspective by approaching the process of HMR selection attributes, consumer attitudes, and repurchase intentions from a structural level. In particular, since there has been no study that specifically analyzed the relationship between HMR selection attributes and consumer attitude of eating out consumers, the conduct of this study is considered to be of research value. At the same time, it was intended to use the problem behind the rapid development of HMR selection attributes as a basis for predicting changes in consumer behavior in the ever-changing consumer market, especially by verifying the relationship between consumer attitudes and repurchase intentions. The summary of the results of this study is as follows. First, an analysis of the effect of Hypothesis 1 'HMR Selection Attributes' on 'Consumer Attitude' showed that 'Product Convenience', 'Food Taste', 'Product Diversity' and 'Product Price' have a positive effect on 'Consumer Attitude'. Second, as a result of analyzing the effect of hypothesis 2'consumer attitude' on 'repurchase intention', it was found that the 'consumer attitude' of HMR users had a positive (+) effect on the 'repurchase intention'. Third, an analysis of the effect of Hypothesis 3 'HMR Selection Attributes' on 'Re-purchase Intention' showed that 'product convenience', 'food taste', 'product diversity' and 'product price' have a positive effect on 'repurchase intention'.