HMR 선택속성이 지각된 가치 및 행동의도에 미치는 영향 : - 브랜드 신뢰의 조절효과를 중심으로 - = The Effect of HMR Selection Attributes on Perceived Value and Behavioral Intentions - Focused on the Moderating Effect of Brand Trust -

국문 초록 (Abstract)

간편성과 편의성을 중시하는 소비문화는 여러 산업에 지속적인 변화와
진화를 이끌어내었다. 이러한 양상은 삶을 영위하기 위해 필수적인 식사
에도 강조되면서 식품․외식산업에서도 간편성과 편의성은 제품 개발에
핵심이 되는 키워드로 자리 잡았다. 특히 최근에는 코로나-19 여파로 내
식 중심으로 식문화가 변화됨에 따라 대체제로서의 역할을 하던 HMR이
필수제로 등극하면서 HMR 시장은 새로운 전환을 맞게 되었다.
이에 본 연구에서는 HMR의 개발 및 마케팅 전략수립에 활용할 수 있는
실무적인 자료를 제공하기 위해 HMR 선택속성을 통해 형성된 소비자의
지각된 가치가 구매 행동의도에 어떠한 영향을 미치는지 계획행동이론을
기반으로 파악하고자 하였다. 또한 HMR 선택속성 중 품질과 지각된 가
치의 관계 그리고 태도와 행동의도의 관계에서 브랜드 신뢰에 따라 유의
한 조절효과가 있는지 확인하였다.
본 연구의 결과는 다음과 같다.
첫째, HMR 선택속성(품질, 경제성, 편의성, 다양성, 건강)은 지각된 가치
에 유의한 정(+)의 영향관계가 있는 것으로 나타났다.
둘째, 지각된 가치는 태도에 유의한 정(+)의 영향관계가 있는 것으로 나
타났다.
셋째, 태도와 주관적 규범은 행동의도에 유의한 정(+)의 영향관계가 있
는 것으로 나타났지만, 지각된 행동통제는 행동의도에 유의미한 영향관계
가 없는 것으로 나타났다.
마지막으로 HMR 선택속성 중 품질과 지각된 가치, 태도와 행동의도의
인과관계에서 브랜드 신뢰에 따라 유의미한 조절효과가 존재하는 것으로
나타났다.
이와 같은 연구 결과를 바탕으로 본 연구가 가지는 학문적 그리고 실무
적 시사점은 다음과 같다.
첫째, 본 연구는 HMR 선택속성과 지각된 가치, 태도 그리고 행동의도로
이어지는 구조적 관계를 살펴봄과 동시에 소비자의 의사결정에 영향을 미
치는 주관적 규범과 지각된 행동통제 변수를 포함하여 HMR 소비자의 의
사결정과정에 대한 보완적인 이해를 제공하였다는 점에서 학문적으로 의
의가 있을 것으로 보인다.
둘째, HMR 선택속성에 따른 소비자들의 행동을 불러일으키기 위한 중
요 변인들을 검증함으로써 HMR 산업에 필요한 실질적인 전략수립의 틀
을 제시하였다.
셋째, 본 연구는 HMR제품에 대한 소비자의 행동의도를 긍정적으로 향
상시킬 수 있는 변인으로 브랜드 신뢰에 대한 중요성을 밝힘으로써 고객
과의 관계 강화를 통해 신뢰 높은 기업으로 성장해야 할 필요성을 제시하
였다.

목차 (Table of Contents)

• 제 1 장 서 론 ·········································································1
• 제 1 절 연구의 배경 및 문제 제기······················································1
• 1. 연구의 배경·····················································································1
• 2. 문제 제기·························································································3
• 제 2 절 연구의 목적················································································5
• 제 3 절 연구의 범위 및 구성································································7
• 1. 연구 범위·························································································7
• 2. 연구 구성·························································································8
• 제 2 장 이론적 배경 ····························································10
• 제 1 절 HMR 선택속성········································································10
• 1. HMR의 개념·················································································10
• 2. HMR 선택속성의 구성요소·······················································12
• 제 2 절 지각된 가치··············································································17
• 1. 지각된 가치의 개념·····································································17
• 제 3 절 계획행동이론············································································19
• 1. 합리적 행동이론의 개념·····························································19
• 2. 계획행동이론의 개념 ···································································22
• 3. 계획행동이론의 구성요소···························································25
• 제 4 절 브랜드 신뢰··············································································29
• 1. 브랜드 신뢰의 개념·····································································29
• 제 5 절 선행연구고찰············································································31
• 1. HMR 선택속성과 지각된 가치의 선행연구고찰··················· 31
• 2. 지각된 가치와 태도의 선행연구고찰·······································33
• 3. 계획행동이론의 선행연구고찰···················································34
• 4. 브랜드신뢰의 조절효과의 선행연구고찰·································35
• 제 3 장 연구 설계 ·································································36
• 제 1 절 연구 모형 및 가설 ··································································36
• 1. 연구모형·························································································36
• 2. 연구가설·························································································37
• 제 2 절 조사 설계 및 측정 도구························································42
• 1. 주요 변수의 조작적 정의 및 측정 도구 ·································42
• 2. 조사 설계 및 자료 수집·····························································49
• 제 4 장 실증 분석 ·································································55
• 제 1 절 측정 항목 타당성 및 신뢰성 평가······································55
• 1. 확인적 요인분석···········································································55
• 제 2 절 연구 가설 검증········································································64
• 1. 구조방정식 모형 분석에 의한 가설 검증·······························64
• 2. 직접 효과 및 간접 효과·····························································66
• 3. 가설 검증 결과·············································································69
• 제 5 장 결 론 ·······································································75
• 제 1 절 연구의 요약 및 결론······························································75
• 제 2 절 연구의 시사점··········································································81
• 제 3 절 연구의 한계 및 향후 연구 과제 ··········································83
• 1. 연구의 한계···················································································83
• 2. 향후 연구 과제·············································································84
• [참 고 문 헌] ························································································85
• [설 문 지] ······················································································104
• [ABSTRACT] ······················································································107