The Influence of Home Meal Replacement(HMR) Product Selection Attribute in the COVID-19 Era upon Customer Satisfaction and Word-of-Mouth Intention

Abstract

본 연구는 가정간편식(HMR) 제품을 이용하고 있거나, 이용해본 경험자를 대상으로 코로나-19시대 가정간편식 제품선택속성이 고객만족과 구전의도에 어떠한 영향을 미치는 지를 규명하는데 있다. 2021년 3월 02일부터 04월 01일까지 설문조사를 실시하였고, 통계분석은 SPSS WIN 23.0 통계패키지 프로그램을 활용하여, 빈도분석, 탐색적요인분석, 상관관계분석, 회귀분석을 실시하였다. 분석 결과 코로나-19시대 가정간편식 제품선택속성 요인 중 가격성, 편의성, 이벤트성, 건강성, 메뉴성 요인이 가정간편식 제품 편리성 만족에 영향을 미치는 것으로 나타났으며, 가정간편식 제품 제품성 만족 요인에서는 편의성과 건강성 요인이 영향을 미치고, 구전의도 요인에서는 이벤트성 요인만 영향을 미치는 것으로 나타났다.The purpose of this study is to closely examine which influence the home meal replacement(HMR) product selection attribute in the COVID-19 era has upon the customer satisfaction and the word-of-mouth intention targeting the subjects who are using home meal replacement product or have ever used it. A questionnaire survey was conducted from March 2, 2021 to April 1. The statistical analysis was used SPSS WIN 23.0 statistical package program and was carried out frequency analysis, exploratory factor analysis, correlation analysis, and regression analysis. As a result of the analysis, the factors of price type, convenience, event type, health, and menu quality among home meal replacement product selection attribute factors in the COVID-19 era appeared to have an impact on the satisfaction with the convenience of home meal replacement product. In the factors of the home meal replacement product satisfaction, the factors of convenience and health were indicated to have an effect. In the factors of word-of-mouth intention, only the event-type factor was shown to have influence.