A Study on The Effect of meal kit product selection attributes on perceived value, purchase satisfaction, and repurchase intention

Objective : This study aims to determine the relationship between the taste, economy, convenience, safety, and variety of food as the selection attributes of meal kit products and their perceived value, purchase satisfaction, and repurchase intention. Methods : This study conducted an empirical analysis on citizens of Gyeongsangbuk-do and Pohang-si. The survey was conducted from April 1, 2024 to April 30, 2024. This study distributed a total of 250 questionnaires and used 323 of them for analysis. This study also used SPSS 25.0 for analysis. Results : In the case of Hypothesis 1, the selection attribute of meal kit products had a partially significant positive effect on perceived value. In the case of Hypothesis 2, the selection attribute of meal kit products had a partially significant positive effect on purchase satisfaction. In the case of Hypotheses 3, 4, and 5, both perceived value and purchase satisfaction had a mediating effect on repurchase intention. Implications : To increase repurchase intention of meal kits, it is necessary to research on decision factors for increasing trust and satisfaction of consumers. In particular, the policy-level attention and research focusing on meal kit market situation should be expanded to reflect actual satisfaction of meal kit purchasers and repurchase.