Influence of Meal Kits Selection Attributes on Willingness to Buy At-home Concept and Eating-out Concept Meal Kits

This study aimed to examine the different factors affecting the intention to purchase meal kits between at-home concept meal kits and eating-out concept meal kits. An online survey was conducted with 565 Korean participants including meal kit experienced (n=412) and non-experienced (n=153). Meal kits selection attributes were organized into five factors, health, price, environmental protection, convenience, and familiarity. To verify the hypothesis, SPSS Statistics 23 was used. The main results can be summarized as follows. First, in the case of the at-home menu, convenience(p < .01), environmental protection(p < .05), and familiarity(p < .01) show positive influences on willingness to buy. Second, for the eating-out menu, health(p < .001) and convenience(p < .001) have positive effects on willingness to buy, but familiarity(p<.01) has a negative effect. This is the first study to categorize the menu of meal kits and investigate each factor affecting willingness to buy. Therefore, the results can offer useful guidelines to meal kit marketers letting them know the consumers’ purchase behaviors. ■ keyword :∣Home Meal Replacement(HMR)∣Meal Kit∣Selection Attributes∣Willingness To Buy(WTB)∣ At-home Concept∣Eating-out Concept∣ * 본 성과물은 농촌진흥청 연구사업(과제번호: PJ01486901)의 지원에 의해 이루어진 것임 접수일자 : 2020년 09월 24일 수정일자 : 2020년 11월 19일 심사완료일 : 2020년 11월 24일 교신저자 : 이동민, e-mail : dongminlee@gwnu.ac.kr 밀키트 선택속성이 내식/외식 컨셉의 밀키트 제품 구매의사에 미치는 영향 353