Abstract
The Effect of Service Convenience of Convenience Stores on
Attitude and Purchase Intention of HMR Products
-Focusing on the effect of modifying the frequency of use of
convenience stores
Recently, due to rapid economic growth, HMR supply ha...
Abstract
The Effect of Service Convenience of Convenience Stores on
Attitude and Purchase Intention of HMR Products
-Focusing on the effect of modifying the frequency of use of
convenience stores
Recently, due to rapid economic growth, HMR supply has expanded
and HMR industry has developed various HMRs. The number of
households has decreased due to the increase of one person, the
increase of couple working couples, and the rapid progress of aging.
The number of food users in the form of eating out and simple food
has increased. In addition, the need for HMR (home meal substitute)
has been raised because of the increased need for a dietary culture
that can substitute for a meal or a cooked meal rather than a
traditional way of eating a meal at home, And the convenience of the
convenience store of the convenience store that sells and sells the
HMR product, there is no precedent related to the attitude of the
HMR product and the purchase intention of the consumers, so that it
is difficult to provide the theory and implications. In this regard, this
study has grasped the structural relationship between HMR product
attitude and purchase intention for consumers who purchase HMR
products because of convenience of service provided by convenience
stores. A total of 300 copies of the questionnaire were distributed and
290 copies were collected for the analysis of the empirical research.
Of these, 259 copies were used for the analysis, except for the
questionnaire with missing answers and 31 questions with low
reliability
The analysis results of the sample are as follows.
First, service convenience of convenience stores has a positive effect
on HMR product attitude, and access convenience (β = .251) has the
highest effect on HMR product attitude.
Second, service convenience of convenience stores has a significant
positive effect on purchase intention. Decision making convenience,
accessibility, transaction convenience, and convenience were found to
have a significant effect, but post-benefit benefits did not have a
significant effect.
Third, HMR product attitude had a positive effect on purchase
intention.
Fourth, as a result of analyzing the moderating effects of the use
frequency of convenience stores between convenience stores, HMR
product attitude, and purchasing intention, The results of this study
are as follows.
The main implications and implications of this study are as follows.
First, this study refers to the theoretical considerations of prior
studies on convenience of service, and it examines the influence of
attitude and purchase intention of consumers on the convenience of
service provided by convenience stores, The significance of this can
be assessed in a practical review as to how the serviceability and
HMR product and the intention to purchase are controlled.
Second, it provides the basic data necessary for the attitude of the
HMR products and the purchase intention according to the customer
's desired service convenience, and can be utilized for securing the
competitiveness and identifying the problems through the research on
the service convenience factors. It can also be used to identify
improvements to the product.
Finally, the empirical analysis of the factors affecting the attitude of
the HMR product and the purchase intention of the convenience store
provided by the convenience store, the HMR product field of the
convenience store which is expected to be expanded gradually and
continuously, We can find other important implications in terms of
the convenience of convenience store services and the fact that they
provide useful references and theoretical and practical guidelines for
the whole industry of HMR products.