간편대용식 선택속성이 신뢰성, 실용적가치, 브랜드이미지 및 만족도, 재구매의도에 미치는 영향

국문 초록 (Abstract)

간편대용식이란 소비자들이 시간과 장소 특히 단순한 조리과정도 필요없이 간단하고 간편하게 먹을 수 있는 편의성과 제품을 장기간 보관할 수 있는 보관의 편리성 그리고 제품의 이동 편리성 등 다양한 특성을 가진 식사대용식품을 말한다. 최근 들어서 간편대용식은 제품의 영양적 측면이 강조되고 제품의 다양성 측면 등까지 확장되면서 젊은 층 뿐만 아니라 중장년층까지 간편대용식 제품에 많은 관심을 가지게 되었다. 이에 본 연구는 간편대용식 시장에서 소비자들의 구매의사결정에 미칠 수 있는 간편대용식 제품의 특성과 구매과정에서 발생하는 소비자의 구매태도와 구매행동 간의 영향 관계를 실증적 데이터를 기초로 하여 검증하고자 하였다. 본 연구의 구체적 연구목적은 간편대용식특성이 제품의 신뢰성, 소비자가 지각하는 간편대용식제품의 실용적 가치, 간편대용식제품을 생산하고 유통하고 있는 브랜드의 이미지 , 간편대용식 이용만족도와 재구매의도에 미치는 영향관계를 규명하는 것이다. 실증분석을 위해서 부산 및 경남지역에서 거주하고 있는 20대 이상 성인들을 대상으로 2020년 12월1일부터 2021년 2월28일까지 설문조사를 실시하였다.
실증분석에 사용된 설문지는 총 511부이며 수집된 데이터를 통계 팩키지 SPSS 23.0와 AMOS 23.0을 실시하여 자료분석과 가설을 검증하였다. 본 연구의 연구가설 검증결과는 다음과 같다. 첫째, 간편대용식 특성이 제품 신뢰성에 미치는 영향관계를 확인한 결과 제품의 영양성, 품질, 간편성은 영향을 미치는 것으로 나타났다. 둘째, 간편대용식특성이 실용적 가치에 미치는 영향관계를 확인한 결과 영양성, 접근성, 품질, 간편성이 영향을 미치는 것을 확인하였다. 셋째, 간편대용식특성이 브랜드 이미지에 미치는 영향관계분석 결과 품질요인과 간편성이 유의한 영향을 미치는 것을 확인하였다. 넷째, 간편대용식의 실용적 가치와 제품신뢰성 간의 유의미한 영향관계를 확인하였다. 다섯째, 간편대용식의 실용적 가치와 제품 이용만족도 간의 유의미한 영향관계를 확인하였다. 여섯째, 간편대용식의 실용적 가치와 브랜드 이미지간의 유의미한 영향관계를 확인하였다. 일곱째, 간편대용식의 신뢰성이 제품 이용 만족간의 영향관계를 확인하였다. 여덟째, 간편대용식의 브랜드 이미지는 제품 이용 만족도에 유의미한 영향을 미치는 것을 확인하였다.
마지막으로 간편대용식 제품 이용만족도는 제품 재구매의도에 유의한 영향을 미치는 것을 확인하였다. 본 연구의 연구결과를 활용하여 향후 지속적이고 빠르게 발전할 가능성이 높은 간편대용식 산업의 경쟁력 강화에 도움이 될 수 있는 이론적 근거와 실무적 시사점을 제시하였는 것에 의의를 두고 있다.

다국어 초록 (Multilingual Abstract)

Simple substitute food refers to meal replacement food with various
characteristics such as convenience that consumers can eat simply and
conveniently without the need for time and place, especially simple cooking
process, convenience of storage for long-term storage of products, and
convenience of product movement. In recent years, as the nutritional aspect
of the product has been emphasized and the variety of products has been
expanded, not only young people but also middle-aged people have a lot of
interest in simple substitute products.
Therefore, this study tried to verify, based on empirical data, the
relationship between the characteristics of simple substitute products that
can affect consumers' purchasing decisions in the simple substitute market,
and the relationship between consumers' purchasing attitudes and
purchasing behaviors that occur during the purchase process.
The specific research purpose of this study was to examine the effect of
simple substitute food characteristics on product reliability, consumer
perceived practical value of simple substitute food, image of a brand
producing and distributing simple substitute food, satisfaction with simple
substitute food, and repurchase intention. to clarify the relationship. For
empirical analysis, a survey was conducted from December 2020 to
February 28, 2021 targeting adults in their 20s or older living in Busan
and Gyeongnam. A total of 511 questionnaires were used for empirical
analysis, and data analysis and hypotheses were verified by performing
statistical packages SP SS 23.0 and AMOS 23.0 on the collected data.
The results of testing the research hypothesis of this study are as follows.
First, as a result of confirming the relationship between the characteristics
of simple substitutes on product reliability, nutrition, quality, and
convenience of the product were found to have an effect. Second, as a result
of examining the relationship between the characteristics of simple
substitutes on the practical value, it was confirmed that nutrition,
accessibility, quality, and convenience had an effect.Third, as a result of the
analysis of the influence relationship between the convenience substitute
characteristics on the brand image, it was confirmed that quality factors and
convenience had a significant effect. F ourth, a significant influence
relationship between the practical value of simple substitution and product
reliability was confirmed. Fifth, a significant influence relationship between
the practical value of simple substitute food and product use satisfaction
was confirmed. Sixth, the significant influence relationship between the
practical value of simple substitutes and the brand image was confirmed.
Seventh, the relationship between the reliability of simple substitutes and
satisfaction with product use was confirmed. Eighth, it was confirmed that
the brand image of simple substitutes had a significant effect on product
use satisfaction. Finally, it was confirmed that the satisfaction with using
simple substitute products had a significant effect on the intention to
repurchase the product.
It is significant that by using the research results of this study, the
theoretical basis and practical implications that can be helpful in
strengthening the competitiveness of the simple substitute industry, which
are highly likely to develop continuously and rapidly in the future, are presented.

목차 (Table of Contents)

• 제 1 장 서 론 ············································································································ 1
• 제 1 절 문제 제기 ································································································1
• 제 2 절 연구의 목적 ····························································································3
• 제 3 절 연구방법 및 범위 ··················································································5
• 1. 연구의 방법 ···································································································5
• 2. 연구의 범위 ···································································································6
• 제 4 절 연구의 구성 ····························································································6
• 제 2 장 이론적 배경 ································································································ 9
• 제 1 절 간편대용식의 개념 ················································································9
• 1. 간편대용식의 개념 ·······················································································9
• 제 2 절 선택속성개념 ························································································14
• 1. 선택속성의 개념 ·························································································14
• 2. 선택속성의 선행연구 ·················································································21
• 제 3 절 신뢰성 ····································································································31
• 1. 신뢰성의 개념 ·····························································································31
• 2. 신뢰성의 선행연구 ·····················································································32
• 제 4 절 실용적가치 ····························································································33
• 1. 실용적가치 개념 ·························································································33
• 2. 실용적가치의 선행연구 ·············································································34
• 제 5 절 브랜드이미지 ························································································37
• 1. 브랜드이미지의 개념 ·················································································37
• 2. 브랜드이미지의 선행연구 ·········································································39
• 제 6 절 만족도 ····································································································44
• 1. 만족도의 개념 ·····························································································44
• 2. 만족도의 선행연구 ·····················································································47
• 제 7 절 재구매의도 ····························································································51
• 1. 재구매의도의 개념 ·····················································································51
• 2. 재구매의도의 선행연구 ·············································································54
• 제 3 장 연구모형 및 연구가설 ············································································ 58
• 제 1 절 연구모형 ································································································58
• 제 2 절 연구가설 ································································································59
• 1. 간편대용식 선택속성과 신뢰성 ·······························································59
• 2. 간편대용식 선택속성과 실용적가치 ·······················································60
• 3. 간편대용식의 선택속성과 브랜드이미지 ···············································61
• 4. 간편대용식의 실용적가치와 신뢰성 ·······················································61
• 5. 간편대용식의 신뢰성, 브랜드이미지와 만족도 ····································62
• 6. 간편대용식의 선택속성과 만족도와 재구매의도 ·································63
• 제 3 절 변수의 조작적 정의 및 조사 설계 ··················································64
• 1. 변수의 조작적 정의 ···················································································64
• 2. 설문지 구성 ·······························································································70
• 제 4 절 자료수집 절차 및 분석 방법 ····························································71
• 1. 자료수집 절차 ·····························································································71
• 2. 분석 방법 ·····································································································72
• 제 4 장 실증분석 ···································································································· 73
• 제 1 절 표본의 특성 ························································································73
• 1. 인구통계학적 특성 ·····················································································73
• 2. 응답자의 간편대용식 이용 행태 ···························································75
• 제 2 절 가설검증을 위한 기초 분석 ······························································77
• 1. 탐색적 요인 분석 및 신뢰도 검증 ·························································77
• 2. 확인적 요인 분석 ·······················································································83
• 3. 구성개념 간 상관분석 ···············································································89
• 4. 구조방정식 적합도 검증 ···········································································91
• 제 3 절 가설검증 ································································································92
• 1. 간편대용식 선택속성이 신뢰성에 미치는 영향. ··································92
• 2. 간편대용식 선택속성이 실용적가치와의 영향관계. ····························94
• 3. 간편대용식 선택속성이 브랜드이미지에 미치는 영향. ······················95
• 4. 실용적가치가 신뢰성, 만족도, 브랜드이미지에 미치는 영향. ··········97
• 5. 신뢰성, 브랜드이미지와 만족도 간 영향 관계 ··································98
• 6. 만족도와 재구매의도 간 영향 ·································································99
• 제 5 장 결 론 ······································································································103
• 제 1 절 연구의 요약 및 해석 ········································································103
• 제 2 절 연구의 시사점 ····················································································106
• 제 3 절 연구의 한계점 ····················································································107
• 참고문헌 ··················································································································108
• 설 문 지 ··················································································································137
• Abstract ···················································································································143