• The Journal of the Korea Contents Association
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• v.20 no.6
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• pp.381-391
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• 2020

The purpose of this study is to investigate the relationship between meal kit product selection attributes, purchasing behavior, and satisfaction. The sampling of the study was conducted for 1 month for customers who have experience in using meal kit products recently launched by a restaurant company, and 287 copies of the questionnaire were used for analysis. For the hypothesis verification, regression analysis was performed using SPSS 20.0 package. As a result of analysis, first, the meal kit product selection attributes and purchase behavior of Hypothesis 1 have a significant effect on diversity (β = .026) and quality (β = .927). Hypothesis 2, meal kit product selection attributes and satisfaction have a significant effect on convenience (β = .503) and price (β = .121). Third, in the purchasing behavior of Hypothesis 3, the purchasing behavior (β = .561) has a significant effect on satisfaction. Lastly, this study is expected to provide basic data for researchers performing meal kit product related research, and to provide a rationale for suggesting direction for product development in a food service company and using marketing strategies.

• The Journal of the Korea Contents Association
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• v.21 no.1
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• pp.258-267
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• 2021

This study attempted an empirical analysis study on the Meal Kit Product, whose interest and demand continued to increase according to the eating out trend in the Untact era. In addition, this study attempted to investigate the relationship between the factors of Home Meal Replacement Meal Kit Product Selection Attributes, Consumers Satisfaction, and Other Recommendation Intention. Convenience sampling was used for consumers with experience in using Meal Kit Products released by food service companies and start-up companies. The investigation period was conducted for about one month from July 01, 2020, and the final 285 copies were used for analysis. The SPSS 21.0 statistical package program was used to verify the hypothesis. As a result of the analysis, the price (β=.241), convenience (β=.317), and diversity (β=.191) of Hypothesis 1 had a significant effect on Consumers Satisfaction. Price (β=.482), convenience (β=.133), and diversity (β=.342) were found to have a significant effect on the intention to recommend others. It was analyzed that Hypothesis 3's Consumers Satisfaction (β=.443) had a significant effect on Other Recommendation Intention. Finally, through this study, we expect to be provided as basic research data related to Meal Kit Product. It is intended to be presented as a theoretical basis for the use of marketing and direction for the development of milk kit products for catering companies and restaurants.

• The Journal of the Korea Contents Association
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• v.21 no.3
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• pp.324-335
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• 2021

As the COVID pandemic has been prolonged, 'Contact-free' has emerged as a major trend keyword. Naturally, most people don't go out and eat at home. As a result, sales of products that can easily cooked such as 'meal-kits' have increased remarkably. Although the number of vegetarians is increasing rapidly in Korea, the domestic market has not been activated. Most vegetarians are cooking or eating HMR together due to the lack of vegetarian restaurants and vegetarian menus. According to the survey, the subjects perceive meal-kit as positive as their experience with meal-kit expanded, and this positive perception and the need for vegetarian meal-kits had a positive effect on the purchase intention of the vegetarian meal-kit. This study presents the direction and potential for development of vegetarian meal kits that meet consumer needs. It will be used as a basis for the development of products and expansion of the market for vegetarian meal-kits.

• The Journal of the Korea Contents Association
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• v.20 no.4
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• pp.406-415
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• 2020

This study applies Q methodology that can extract subjective opinion or recognition structure for each single household whose Meal Kit products developed and marketed by catering companies according to the demographic structure that changes socially. Implications were analyzed. As a result of subjective recognition type analysis in this study, four types were derived, and each type was named according to its specificity as follows. Type 1 (N = 6): Appearance Assessment Purchase Type, Type 2 (N = 6): Price Comparison Purchase Type, Type 3 (N = 10): Brand Trust Purchase Type, Type 4 (N = 2) : Easy Cooking Purchase Type was analyzed for each unique feature type. In this study, we analyzed the subjective opinion or recognition structure of single-person households whose Meal Kit products are the main demand groups, and suggested the direction and improvement measures for future food product development and launch for single-person households through the analysis by type. The purpose of this study is to provide academic implications based on the analysis results.

• Journal of Convergence for Information Technology
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• v.12 no.2
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• pp.116-126
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• 2022

Many studies using trademark information have suggested that trademark information is good data to monitor business trends. This study intends to analyze the trend change before and after COVID-19 using trademark information. Changes before and after COVID-19 were analyzed by using goods & service classification, similar group code, and designated goods information as trademark information. Among the trademark information, it was statistically significant that the change in trends before and after COVID-19 using designated goods names. To verify the results, the changes in keywords using designated goods names before and after COVID-19 were compared with the frequency of keywords in Google Trends. Among the top 8 keywords extracted from designated goods names, the frequency of Google trend searches for 'online, antibacterial, prevention of epidemics, meal kit, virtual' is on the rise, and 'mask, droplet' is not on the rise, but it increased rapidly at the time of COVID-19, and even after COVID-19, it showed a higher level than before. The frequency of 'unmanned' does not differ much before and after COVID-19, but it has been maintained at a consistently high level, and related businesses have been active since before COVID-19, and it can be interpreted as a keyword with high public interest. This study has academic achievements in that it specifically identified information that could be used in business trends by using three types of trademark information.

• 한국벤처창업학회:학술대회논문집
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• 2023.04a
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• pp.7-10
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• 2023

IT기술의 발전과 스마트기기의 대중화로 인한 정보통신기술의 눈부신 발전으로 온라인 플랫폼을 통한 식품구매 비중이 급격히 증가하여 온·오프라인의 경계를 없어지고 있다. 더군다나 COVID-19 팬데믹은 반조리식품, 밀키트 등 홈쿡(Home-cook) 온라인시장을 급격히 확산시키며 소비자 구매추세를 오프라인에서 온라인으로 완전히 바꿔놓는 전환점이 되었다. 이런 트랜드를 반영하듯 다양한 온라인 식자재 이커머스 플랫폼의 출현하면서 브랜드마다 각각의 차별점을 내세우고 있으나 경쟁은 치열해지고 차별화는 더욱 어려운 게 현실이다. 이는 기업이 소비자에게 일방향으로 정보 또는 상품 및 서비스를 제공 하는 수직적 관계가 아닌, 수평적 쌍방향 관계로의 발전으로 이어져 브랜드가 가지고 있는 가치에 대해 보다 정직하게 보여주어야 소비자의 신뢰를 얻을 수 있게 되었다(Kotler, 2017). 또한, 과거에 소비자들의 만족도가 높았던 서비스도 현재 환경에서는 소비자의 니즈를 충족시키지 못하는 경우가 증가하고 있다(조윤오, 2018). 이는 서비스에 대한 소비자의 기대와 니즈가 지속적으로 변화하고 있다는 것을 의미하며, 이에 따라 기업은 소비자들의 새로운 요구를 만족시키기 위하여 다양한 서비스를 개발 및 제공하는 것이 중요하다고 사료된다(김광재 등, 2011). 이미 높은 인지도를 가진 플랫폼일지라도 지속가능한 우위를 선점하기 어려운 상황에서 온라인 플랫폼에 대한 소비자의 긍정적인 태도와 재구매를 유도하기 위해 제품 본질 뿐 아니라 서비스 차별화를 꾀하고 있고 차별화된 포지션을 차지하기 위해 온라인 플랫폼에 대한 소비자 인식과 서비스 품질 요인을 측정하여 고객이 중시하는 요인에 집중하는 것이 필요하다. 이에 본 연구는 온라인 플랫폼을 통해 식자재를 구매하는 소비자의 꾸준한 방문과 구매를 유인하기 위해 어떤 변수의 영향력을 높여야 소비자 재구매의도를 증가시킬 수 있는지 방법을 모색하고 온라인 플랫폼 기업 및 스타트업의 경영전략 마련에 목적이 있다. 이를 위해 식자재 구매 플랫폼 품질속성, 서비스품질 정도,, 충성도의 전반적인 영향관계를 파악하는 연구 과제를 설정하고, 식자재 이커머스 온라인 플랫폼 이용 전반에 대한 평가를 실시할 예정이다. 이러한 과정을 통해 도출된 결과는 식자재 이커머스 플랫폼 운영 전략을 세우는데 유용한 자료가 될 것이라 기대하며, 기존의 온라인 식품구매 플랫폼의 서비스품질 요인과 소비자 행동 간의 관계를 설명하는 것과는 다른 새로운 시사점을 제공할 수 있다는 측면에서 의미 있는 연구가 될 것이다. 또한, 다양한 산업에서의 플랫폼 비지니스 모델 적용을 위한 전략 수립을 하는 데에 필요한 기초자료를 마련하고자 한다.