Effects of Undergraduates' Shopping Orientation on WOM Intention: Mediation Effects of Trust and Moderation Effect of Satisfaction onHMR

This study investigates the effects of shopping orientation on the trust in HMR products and the effects of the satisfaction with HMR in between the trust in products and WOM among undergraduates as future consumers who have little repulsion against HMR items. As results, reasonable orientation and hedonic orientation has statistically significant positive influence on trust, respectively. Satisfaction was moderated between trust and WOM intention. And trust has fully mediated between reasonable/hedonic orientation and wordof-mouth intention, respectively. These findings suggest that it is more effective for companies to offer well-made one-dish meals than low-priced products, and it is necessary to provide some personal experience such as fun factors in relation to purchasing HMR products. And concerning the moderation effects, corporate strategies need be diversified so as to exert some primacy effects on undergraduates when launching initial products and to form some rapport.