The Journal of Society for e-Business Studies (한국전자거래학회지)

Society for e-Business Studies (한국전자거래학회)
권호 표지
DOI QR코드

DOI QR Code

A Study on E-Commerce Consumer Dissatisfaction of HMR Products

가정편의식(HMR) 제품의 전자상거래 소비자 불만족에 대한 연구

  • Kim, Seungeun (Department of IT Distribution & Logistics, Soongsil University) ;
  • Hong, Seungkyu (Department of Industrial and Information Systems Engineering, Soongsil University) ;
  • Kim, Dongsoo (Department of Industrial and Information Systems Engineering, Soongsil University)
  • Received : 2017.05.30
  • Accepted : 2017.07.21
  • Published : 2017.08.31
Download PDF
⟨ Previous Next ⟩

Abstract

The market for Home Meal Replacement (HMR), which is simple to cook and replace home cooking, is growing every year since customers need to find convenience and speed in purchasing, cooking, and consuming food. In addition, the purchase of HMR through online and mobile is increasing because convenience of purchasing through e-Commerce is growing. However, there are difficulties in analyzing complaints of customers who do not directly express their dissatisfaction with companies that sell products through online and mobile. Therefore, this study examines the influential relationship between customer's characteristics, dissatisfaction factors, complaint behavior, and repurchase intention of 20s who have dissatisfaction experience of purchasing HMR through online or mobile using SPSS and R. In addition, we attempt to analyze the degree of perceived dissatisfaction and its relevance even though customers did not directly experience dissatisfaction factors. As a result, it is meaningful to extend the study of customer dissatisfaction that is rarely handled in the existing HMR research, and to raise the understanding of customers for the management of complaints.

식품의 구입, 조리, 소비에서 편의성과 신속성을 찾는 소비자의 니즈 증대로, 조리가 간단하고 가정식을 대체할 수 있는 가정편의식(HMR) 제품 관련 시장이 매년 성장하고 있다. 또한, 전자상거래를 통한 구매 편의의 증대로 온라인 또는 모바일을 통한 HMR 구입이 증대되고 있다. 기업의 입장에서 구매 만족도를 높이기 위해 소비자들의 불만족 원인과 사후반응에 대한 분석이 필요하다. 하지만 온라인과 모바일을 통해 제품을 판매하는 기업이 직접 불만을 표현하지 않는 소비자의 불만 분석을 수행하기는 비대면 거래의 특성으로 인해 어렵다. 따라서 본 연구는 SPSS와 R을 이용하여 온라인, 모바일을 통해 HMR을 구매해 불만족한 경험이 있는 20대를 대상으로 소비자 특성, 불만족 요인, 불평행동 방식, 재구매 의도 간의 영향 관계를 살펴보고자 한다. 또한, 연구에 구성된 불만족 요인에 대해 직접 경험하지 않았더라도 지각되는 불만의 정도를 분석하여 그 관련성을 알아보고자 한다. 기존 HMR 연구에서 거의 다루어지지 않았던 소비자 불만족 연구를 확장하고, 기업의 불만 관리를 위한 소비자에 대한 이해도를 높임으로써 이에 따른 시사점을 제공한다는 점에서 본 연구의 의의가 있다.

Keywords

References

  1. Anderson, E. W. and Sullivan, M. W., “The antecedents and consequences of customer satisfaction for firms,” Marketing Science, Vol. 12, No. 2, pp. 125-143, 1993. https://doi.org/10.1287/mksc.12.2.125
  2. Czepiel, J. A., Rosenberg, L. J., and Akerele, A., "Perspectives on consumer satisfaction," New York University, Graduate School of Business Administration, pp. 119-123, 1974.
  3. Day, R. L., "Research perspectives on consumer complaining behavior," Theoretical developments in marketing, pp. 211-215, 1980.
  4. Han, M. S., "A Study on the Actual Status of Use of the Home Meal Replacement( HMR) and the User's Satisfaction about it," master's thesis, Sookmyung Women's University, Seoul, 2006.
  5. Jeong, R. N., "Analysis of consumer inclination to convenience towards Home Meal Replacement in Korea," Ph. D. Dissertation, Catholic University of Daegu, Daegu, 2005.
  6. Jeong, Y. A., "Study on HMR Consumption by Food-Related Lifestyle of Adults in Jeju," master's thesis, Jeju National University, Jeju, 2017.
  7. Kang, H. Y. and Jo, M. N., “HMR Current Use and Key Buying Factor According to Food-Related Lifestyle by College Students,” Journal of Tourism Sciences, Vol. 39, No. 8, pp. 87-106, 2015.
  8. Kim, J. H., "Study on Consumer's Complaints Behavior and Information Search Behavior According to Return Factors of the Internet Fashion Mall," Journal of the Korean society of clothing industry, pp. 745-754, 2010.
  9. Korea agro-Fisheries & Food Trade Corporation, "2016 Statistics of HMR Subdivision Market," 2017.
  10. Kwon, T. S., Lee, Y. N., and Choi, W., “HMR selection motive and behaviorism by Lifestyle type,” Journal of Hotel & Resort, Vol. 4, No. 2, pp. 395-408, 2005.
  11. Seo, K. H., Choi, W. S., and Lee, S. B., “A Study on the Influence of the Selective Attributes of Home Meal Replacement on Perceived Utilitarian Value and Repurchase Intention: Focus on Consumers of Large Discount and Department Stores,” Journal of The East Asian Society of Dietary Life, Vol. 21, No. 6, pp. 934-947, 2011.
  12. Shin, H. K., Hong, J. H., and Kim, K. K., “The Influence of Website Characteristics on Customer Satisfaction, Customer Loyalty, and Repurchase Intention in Internet Shopping Malls,” The Journal of Society for e-Business Studies, Vol. 12, No. 1, pp. 41-71, 2007.
  13. Son, Y. H., "The effect of customer satisfaction/dissatisfaction attribution on complaining behavior & repurchase intention," Korean Journal of Psychology, pp. 165-193, 2006.
  14. Spreng, R. A., Harrel, G. D., and Mackoy, R. D., “Service recovery: impact on satisfaction and intentions,” Journal of Services Marketing, Vol. 9, No. 1, pp. 15-23, 1995. https://doi.org/10.1108/08876049510079853
  15. Yae, J. S., "Study on Internet Shopping Customer's Complaints Behavior," Asan Foundation Series of Research, Vol. 129, 2003.
  16. Yang, S. J. and Cho, Y. B., “The Effect of Online Shopping Mall featured HMR Selection Attributes on Satisfaction and Repurchasing Intention,” Korean Journal of Culinary Research, Vol. 21, No. 6, pp. 76-90, 2015.