식생활 라이프스타일 유형에 따른 밀키트 선택속성이 구매의도 및 만족에 미치는 영향

초록

The purpose of this study was to provide implication for the development of products and Marketing strategy in meal kit market industry in the future to be verified selective attributes of meal-kit according to type of lifestyle on purchase intention and customer satisfaction. The results of the analysis are follows. First, the quality of food in selective attributes of meal kit have the most influence on purchase intention and satisfaction among selective factor. Second, customer satisfaction has positive effect on purchase intention. Third, selective attributes of meal kit have positive effect on customer satisfaction as quality and brand in product oriented, quality and brand, convenience in health oriented, convenience in price oriented on type of dietary lifestyle. Fourth, selective attributes of meal kit have positive effect on purchase intention as quality in product oriented, quality and brand, convenience in health oriented, brand and convenience in price oriented on type of dietary lifestyle. These results were showed customer of meal kit take the most account of quality of food and also be considered convenient, therefore to need effort on improve of taste and food quality, convenient of purchase and cooking. The management of related meal kit industry need to differential marketing fits customer needs on type of dietary lifestyle to raise brand awareness for improve taste and quality.

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