• 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.3
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• pp.352-363
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• 2021

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.

• Journal of Nutrition and Health
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• v.56 no.3
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• pp.315-329
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• 2023

Purpose: This study examined the meal-kit consumption practices of adults in their 20s and 30s and analyzed the properties that should be given priority for improvement among the selection attributes to improve the quality of meal-kits. Methods: Statistical analyses were conducted using the SPSS program (ver. 28.0) for χ²-test, t-test, one-way analysis of variance, Duncan's multiple range test, factor analysis, and Importance-Satisfaction Analysis (ISA). Results: Of the 249 subjects surveyed, 85.5% had some experience of purchasing meal-kits, with significantly more females than males (p < 0.01), significantly more married people than single people (p < 0.05), significantly more employed people than unemployed people (p < 0.05). Meal-kits were purchased most frequently for meals (60.6%), from discount stores or supermarkets (44.6%), and priced between 10,000 won and 20,000 won per person (46.9%). The overall satisfaction with meal-kits was 4.1 out of 5.0 points. The frequency of purchases was Korean soup dishes (69.5%), Korean main dishes (47.4%), and Korean street snacks (46.9%). Factor analysis of the meal-kit selection attributes revealed, 4 factors: 'quality of food,' 'packaging and diversity,' 'quality of meal-kit,' and 'convenience and price.' Compared to single-person households, multi-person households placed significantly higher importance on the 'quality of food,' 'packaging and diversity,' and 'quality of meal-kit.' The factor, 'packaging and diversity' were significantly higher in the importance evaluation scores for females (p < 0.01), married people (p < 0.05), and people in their 30s (p < 0.05) among meal-kit consumers. According to the ISA results, a critical aspect that meal-kit manufacturers or sellers should strengthen is 'price.' Conclusion: Meal-kit products will need to be developed for various purposes that offer high value for money that can satisfy the consumers' needs to improve the satisfaction of meal-kit consumers.

• 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.22 no.2
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• pp.770-781
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• 2022

Korea's aging population is rapidly increasing, but there has been little research into senior-friendly foods. Therefore, this study aimed to provide basic data for the development of senior-friendly Home Meal Replacement(HMR) foods by conducting a survey among elderly and middle-aged persons highly likely to purchase senior-friendly foods in the near future. Study findings showed that the level of HMR purchase was higher among the middle-aged, many subjects preferred products requiring simple cooking, and a higher proportion of subjects purchased them offline. Five HMR selection attributes were identified, and dietary lifestyles were classified into four categories. Through a cluster analysis, 3 groups based on level of involvement were identified: high-level, mid-level, and low-level. Napping^® analysis showed that subjects classified food products into HMR and meal kits, and into products with a clear broth and products with a thicker broth. The study findings are expected to help suggest a differentiating approach in developing senior-friendly HMR foods.