As people are more concerned with their health due to the COVID-19, their concern with the care foods increases. The number of a single-person households increases rapidly. By 2025, about 1.97 million people (20% or more of the entire population) will be aged 65 or older, which means that our Korean...
As people are more concerned with their health due to the COVID-19, their concern with the care foods increases. The number of a single-person households increases rapidly. By 2025, about 1.97 million people (20% or more of the entire population) will be aged 65 or older, which means that our Korean society would be a super-aging society. Furthermore, the number of the people suffering from such adults' diseases as high blood pressure and diabetes increase. All in all, the care-food HMR markets grow rapidly.
Despite such rapid growth of the care-food HMR, few preceding studies researched into it.
This study was aimed at deducing the selection attributes of HMR centered about care-foods. To this end, the researcher would explore the ways to explore the ways to link consumers' satisfaction with their re-purchasing, and thereby, suggest some basic academic data for the development of the care-food HMR markets. That is, the researcher analyzed the effects of the selection attributes of care-food HMR on consumers' satisfaction and re-purchasing intention. To this end, the researcher also analyzed the correlation between consumers' satisfaction and their repurchasing intention. Lastly, the researcher analyzed the effects of the selection attributes of the care-food HMR on their satisfaction with it and their repurchasing intention to suggest some alternatives to develop the care-food HMR markets.
To this end, the researcher sampled the adults aged 20's ~ 50's who had experiences of purchasing the care-food HMR in Busan, Gyeongnam and Gyeongbuk regions. A total of 326 responses were used for the analysis. The data collected were processed using the SPSS 25.0 program. The selection attributes determined were health effects, tastes and quality, price, convenience and brand.
The results of testing the hypotheses were as follows;
First, it was found that the selection attributes of care-food HMR had positive effect on subjects' satisfaction.
Secondly, it was found that the selection attributes of the care-food HMR had positive effect on subjects' repurchasing intention.
Thirdly, subjects' satisfaction were found to have a positive effect on subjects' repurchasing intention.
However, the brand had no significant effect on subjects' repurchasing intention, and thus, the relevant hypothesis was adopted only partially. Namely, as consumers' information about new products was not sufficient, they tended to repurchase the commodity they had used to reduce the uncertainty of their purchasing. Thus, although they had some positive thoughts about and attitudes toward the product they had purchased, they felt that they would repurchase the brand when they were certain of it.
Lastly, although the health and nutrition of care-food HMR are important, it is perceived that tastes would be more important than the brands in repurchasing them. Hence, it is perceived that the manufactures should develop the tastes of their care-food HMR for consumers' continued re-purchases.
As people are more concerned with their health due to the COVID-19, their concern with the care foods increases. The number of a single-person households increases rapidly. By 2025, about 1.97 million people (20% or more of the entire population) will be aged 65 or older, which means that our Korean society would be a super-aging society. Furthermore, the number of the people suffering from such adults' diseases as high blood pressure and diabetes increase. All in all, the care-food HMR markets grow rapidly.
Despite such rapid growth of the care-food HMR, few preceding studies researched into it.
This study was aimed at deducing the selection attributes of HMR centered about care-foods. To this end, the researcher would explore the ways to explore the ways to link consumers' satisfaction with their re-purchasing, and thereby, suggest some basic academic data for the development of the care-food HMR markets. That is, the researcher analyzed the effects of the selection attributes of care-food HMR on consumers' satisfaction and re-purchasing intention. To this end, the researcher also analyzed the correlation between consumers' satisfaction and their repurchasing intention. Lastly, the researcher analyzed the effects of the selection attributes of the care-food HMR on their satisfaction with it and their repurchasing intention to suggest some alternatives to develop the care-food HMR markets.
To this end, the researcher sampled the adults aged 20's ~ 50's who had experiences of purchasing the care-food HMR in Busan, Gyeongnam and Gyeongbuk regions. A total of 326 responses were used for the analysis. The data collected were processed using the SPSS 25.0 program. The selection attributes determined were health effects, tastes and quality, price, convenience and brand.
The results of testing the hypotheses were as follows;
First, it was found that the selection attributes of care-food HMR had positive effect on subjects' satisfaction.
Secondly, it was found that the selection attributes of the care-food HMR had positive effect on subjects' repurchasing intention.
Thirdly, subjects' satisfaction were found to have a positive effect on subjects' repurchasing intention.
However, the brand had no significant effect on subjects' repurchasing intention, and thus, the relevant hypothesis was adopted only partially. Namely, as consumers' information about new products was not sufficient, they tended to repurchase the commodity they had used to reduce the uncertainty of their purchasing. Thus, although they had some positive thoughts about and attitudes toward the product they had purchased, they felt that they would repurchase the brand when they were certain of it.
Lastly, although the health and nutrition of care-food HMR are important, it is perceived that tastes would be more important than the brands in repurchasing them. Hence, it is perceived that the manufactures should develop the tastes of their care-food HMR for consumers' continued re-purchases.
주제어
#"케어푸드" "HMR" "가정 간편식" "선택 속성" "재구매 의도"
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