밀키트(Meal-Kit) 가정대체식품(HMR)의 선택속성이 만족과 재구매의도에 미치는 영향

The purpose of this study was to examine the selection attributes of milk-kit home replacement foods. Furthermore, based on that, this study analyzed consumer behaviors and determined the effect of satisfaction on repurchase intention. This study focused on consumers with high interest in or purchasing power for various foods. To this end, people who are over 30 years old in Seoul and Gyeonggi province were selected as survey subjects. A total of 300 questionnaires were distributed and 243 usable copies were completed and returned. As a result of the study first, all of taste, quality, simplicity, price, and packaging type which are sub-factors of the selection attribute of the milk-kit home replacement food (HMR) positively impacted on satisfaction. Second, while the taste, quality, simplicity, and price positively impacted on repurchasing intention, packaging type did not significantly impacted on repurchasing intention. Second, the taste, quality, simplicity, price, and packaging type, which are sub-factors of the selection attribute of the milk-kit home replacement food (HMR), were found to have a significant positive (+) effect on repurchase intention. Finally, satisfaction positively influenced on repurchasing intention. Finally, satisfaction positively influenced on repurchasing intention. The results provide more accurate and specific ways for the effective positioning marketing which fit on customers’ need. Moreover, the results are important and valuable data when a new meal-kit product is developed.