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케어푸드 HMR의 선택속성이 고객만족과 재구매의도에 미치는 영향
정옥녀,김성훈,박인명 (사)한국조리학회 2022 한국조리학회지 Vol.28 No.10
Care food HMR has been recognized as an elderly-friendly and patient food, but demand and customer base are expanding to the general public who needs diet management. This study aims to examine the effect of care food HMR attributes on customer satisfaction and repurchase intention, as well as the effect of satisfaction on repurchase intention. A total of 326 questionnaires were surveyed for adults who purchased care food HMR in Busan, Gyeongsangnam-do, and Gyeongsangbuk-do on 2021, and analyzed through SPSS 25.0. The attributes of selecting care food HMR were convenience, price, taste and quality, health, and brand, and the results of hypothesis verification are as follows. Convenience (t=2.931, p<0.01), price (t=5.617, p<0.001), taste and quality (t=4.094, p<0.001), health (t=3.302, p<0.001), and brand (t=7.203, p<0.01) were found to have a significant positive (+) effect on satisfaction. Also, convenience (t=3.988, p<0.001), price (t=4.759, p<0.001), taste and quality (t=3.100, p<0.01), and health (t=2.954, p<0.01) among the selection properties were analyzed to have a significant positive (+) effect on repurchase intention. However, it was found that the brand did not significantly affect the repurchase intention. The results of this study are expected to provide useful data for the development and release of new products of Care Food HMR. Also, the limitations of the study and the direction of future research were discussed.