홈쇼핑 온라인 몰의 HMR 선택속성이 지각된 가치와 재 구매 의도에 미치는 영향

• 발행기관: 한국외식경영학회
• 저자명: 유영희(Young Hee Yoo) 서경화(Kyung Hwa Seo) 최원식(Won Sik Choi) 이수범(Soo Bum Lee)
• 간행물 정보: 『외식경영연구』15권 2호, 197~217쪽, 전체 21쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2012.04.30

영문 초록

This is study focuses on the influence of the consideration attributes related to the HMR products purchased via home shopping online-malls on customer satisfaction and repurchase intention. For this study, customers in their 20`s through 60`s who had the experience of purchasing HMR products via home shopping online-malls were surveyed. Total of 188 valid copies of the questionnaire were used for the final analysis. As a result, it was found that such factors as food quality, convenience, sales promotion and delivery significantly influenced customers` perceived values. Also, factors of food quality and delivery significantly influenced customers`` repurchase intention. In conclusion, it was found that customers`` perceived values significantly influenced repurchase intention.