동아시아경상학회지 (East Asian Journal of Business Economics (EAJBE))

동아시아경상학회 (East Asia Business Economics Association)
권호 표지
DOI QR코드

DOI QR Code

The Trend of Outsourcing Housework through Home Meal Replacement: The Consumption Value of Food Subscription Service

  • LEE, Hyun-Ah (Department of Human Ecology, Korea National Open University) ;
  • SONG, Seo-Hyun (Department of Consumer Science, Seoul National University)
  • 투고 : 2022.05.08
  • 심사 : 2022.07.26
  • 발행 : 2022.09.30
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

Purpose - This study aims to predict the future market and draw policy implications by analyzing the trend of outsourcing housework through the food subscription service. Research design, data, and methodology - Content analysis was conducted on the consumption value emphasized in advertisements by item targeting food subscription service advertisements. Advertisements used as research data were extracted via keyword searches on Google web pages. A total of 30 advertisements selected were used for the final analysis. Result -The consumption values emphasized in the advertisements for staple foods, refreshments, and special foods were analyzed by considering the following factors: price, convenience, health, and pleasure. Convenience and health were emphasized in the staple foods, and price and pleasure were emphasized in the snacks. In the case of special foods, convenience and pleasure appeared together with a focus on health. Conclusion - Based on the trend of food subscription services, the implications for the market and policies for outsourcing housework through home meal replacement can be presented. Considering that the consumption value of a food subscription service is differentiated by item, it is necessary to formulate a plan to develop the market and policies related to outsourcing housework.

키워드

과제정보

This research was supported by Korea National Open University Research Fund.

참고문헌

  1. Agricultural, Fisheries and Livestock Newspaper. (2021). [Issue+] A new platform for the agricultural and livestock industry, the 'subscription economy'. Retrieved from https://www.aflnews.co.kr/news/articleView.html?idxno=208978
  2. CJ. (2021). A hearty meal prepared for the elders! CJ Freshway. Retrieved from https://cjnews.cj.net//
  3. Chosun Biz. (2022). 6 out of 10 MZ generation "buy ESG practice products even if they are expensive". Retrieved from https://biz.chosun.com/industry/company/2022/04/03/5YLI6YI3EFCYFOFK5AUJT3UJSA/.
  4. Economic Review. (2021). From ice cream to pasta... Food sales, 'subscription service' craze. Retrieved from http://www.econovill.com/news/articleView.html?idxno=544934.
  5. Food Bank. (2017). Meaning of eating together. Retrieved from https://www.foodbank.co.kr/news/articleView.html?idxno=52262.
  6. Food Bank. (2021). My chef, launched meal-kit subscription service 'save club'. Retrieved from https://www.foodbank.co.kr/news/articleView.html?idxno=62086
  7. Fortune Korea. (2021). 40 trillion subscription economy market, who will dominate? Retrieved from http://www.fortunekorea.co.kr/news/articleView.html?idxno=20156
  8. Hankyung Securities Co., Ltd. (2021). The subscription economy market will be $1.5 trillion by 2025 Subscription economy theme pops up. Retrieved from https://www.hankyung.com/finance/article/202109216959i.
  9. Hwang, K., & Kim, H. (2020). The effect of dietary trend changed by COVID-19 consumption value on behavioral intention. Tourism Research, 45(4), 705-727. https://doi.org/10.32780/KTIDOI.2020.45.4.705
  10. Sheth, J. N., Newman, B. I., Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values, Journal of Business Research, 22(2), 159-170. https://doi.org/10.1016/0148-2963(91)90050-8
  11. Jeon, H. M. (2021). The impact of grocerant experience of foodservice consumer on hedonic value, utilitarian value, and revisit intention - Using Schmitt"s strategic experiential modules. The Korean Food Service Association, 17(3),7-21.
  12. Joo, H., Choi, J., & Lee, D. (2020). The Role of Economic Value in the Impact Path of Individual Value on Customer Satisfaction in Southeast Asian Customers Using Mobile Shopping - Focused on Vietnam Customers. The e-Business Studies, 21(5), 195-214. https://doi.org/10.20462/TeBS.2020.10.21.5.195
  13. Kang, B., Choi, T., & Kim, M. (2019). The Effects of Menu Characteristics of HMR Convenience Store Lunch Box on Functional Consumption Value and Repurchase Intention. Culinary Science & Hospitality Research, 25(6). 152-159.
  14. Kim, N. D. (2021). Trend Korea 2022. Seoul: Miraebook.
  15. Korea Agro-Fisheries & Food Trade Corporation. (2019). 2019 Processed Foods Market Status: Convenience Food Market. Naju: Korea Agro-Fisheries & Food Trade Corporation
  16. Korea Consumer Agency. (2021). A survey on the actual condition of plastic containers for delivery food. Korea Consumer Agency.
  17. Korea JoongAng Daily. (2021). Will Meal-kit Venture float on the stock exchange? The 'Bang goo seok Restaurant' has grown 100 times in three years. Retrieved from https://www.joongang.co.kr/article/24110162#home
  18. Korea Rural Economic Institute. (2021). [Report] The home convenience food market is growing at an average annual rate of 16%, and it is necessary to link with domestic agriculture.
  19. Korea Policy Briefing. (2021). Introduction of subscription economy to traditional markets ... Supporting the commercialization of meal kits. Retrieved from https://www.korea.kr/news/policyNewsView.do?newsId=148895986
  20. Korea Policy Briefing. (2022). Expanding the subscription economy for small businesses. Retrieved from https://www.korea.kr/news/policyNewsView.do?newsId=148899743
  21. KOSIS National Statistics Portal. Average time by age group. Retrieved from https://kosis.kr/statHtml/statHtml.do?orgId=101&tblId=DT_1TS202004&conn_path=I3
  22. Lee, H. A. (2021). Trends in the change of household labor in the middle-aged. Journal of Family Resource Management and Policy Review, 25(1), 47-61.
  23. Lee, H., Kim, E., & Kim, Y. (2022). Household labor and care policy. Seoul: Korea National Open University Press.
  24. Lee, H., & Kim, J. (2020). Effects of consumption value on consumer attitude in purchasing hmr products through subscription service. Digital Convergence Research, 18(9), 71-79.
  25. Lee, M. H. (2018). Impact of consumption value and consumption propensity of cruise tourist's on behavior intention. Journal of Tourism Management Research, 22(4),1167-1186. https://doi.org/10.18604/tmro.2018.22.4.52
  26. MacromilEmbrain Trend Monitor. (2021). Survey of perceptions of housework and housework services. Research Report, 2021(1), 1-38.
  27. Maeil Broadcasting Network. (2020). The retired 'opal generation' chose home meal replacement instead of eating out. Retrieved from https://www.mk.co.kr/news/business/view/2020/02/154230/
  28. Ministry of Food and Drug Safety. (2020). Ministry of Food and Drug Safety prepares measures to strengthen safety management of delivered food. Retrieved from https://www.mfds.go.kr/brd/m_99/view.do?seq=44913&srchFr=&srchTo=&srchWord=&srchTp=&itm_seq_1=0&itm_seq_2=0&multi_itm_seq=0&company_cd=&company_nm=&page=3
  29. Ministry of Food and Drug Safety. (2020). The story of HMR food (home meal replacement food) through food statistics. Retrieved from https://www.mfds.go.kr/brd/m_629/view.do?seq=20
  30. Munhwa News. (2021). [Subscription Series] How much do you know about food subscription service? Retrieved from https://www.mhns.co.kr/news/articleView.html?idxno=504778
  31. Na, W., & Dong, H. (2021). Factors for Intention to Use for Digital Contents Subscription Service in Korea. Journal of the Korea Digital Contents Association. 22(5), 755-766.
  32. Park, M., Kwon, M., & Nah, K. (2019). Study on repurchase intention of RTP HMR products - focused on meal kit. Journal of the Korean Contents Association, 19(2), 548-557.
  33. Park, S., & Huh, K. (2012). A structural relationship between consumption value, consumption behavior and consumption satisfaction by income class. Journal of Consumption Culture, 15(3), 139-157. https://doi.org/10.17053/JCC.2012.15.3.007
  34. Samjong KPMG Economic Research Institute. (2021). Digital subscription economy trends and business opportunities. Samjong Insigh, 75, 1-15.
  35. Statistics Korea. (2020). The results of time use survey 2019. Daejeon: Statistics Korea.
  36. Solo Economy. (2021). With the growth of delivery apps, the number of increased, but unresolved problems remain. Delivery costs battle continues. Retrieved from https://www.dailypop.kr/news/articleView.html?idxno=51750
  37. The Dong-A Daily News. (2021). "Capture the 40 trillion won market"... Food industry launches a variety of subscription services 'Nongil'. Retrieved from https://www.donga.com/news/Economy/article/all/20210914/109246327/1
  38. Venture Square. (2018). Check the location and delivery time of the delivery person in real-time. Retrieved from https://www.venturesquare.net/761552
  39. Won, J., & Jung, J. (2015). The Segmentation of Single-Person Households Based on Sheth's Theory of Consumption Values. Korea Consumer Association Conference, 2014(5), 3-8.
  40. Woo, J., & Ji, Y. (2021). A study of the effect of home meal replacement (HMR) product selective attributes on attitude and intention to purchase: Focusing on the moderating effect of practical value and hedonistic value. Korea Tourism Research Association, 34(8),177-191.
  41. Yonhap News. (2015). What will happen if you eat with your neighbor? Retrieved from https://www.yna.co.kr/view/AKR20151113167800033