논문 상세보기
pp.347-365
In South Korea, social, the number of single-person households has rapidly increased because of financial factors. Since single-person households have characteristics differentiated from general households, many enterprises pay attention to them that appear as important consumers. This study conducted a survey with consumers in their 20s to 50s in single-person households, nationwide who had an experience of purchasing HMR. The results of this study can be summarized as follows: First, of the benefits pursued in dietary life, the pursuit of nutrition a negative (-) impact on RTH type and did not have any impacts on the RTE and RTC types. The pursuit of taste had a positive (+) impact only on the RTE type while it did not have any impact on the RTH and RTC types. The pursuit of convenience had positive (+) impacts on all RTH, RTE and RTC types, while the pursuit of price sought did not have any impact on all types. Second, of the preferences by each HMR type, preferences for the RTH and RTC types had positive (+) impacts on purchase intention while preference for the RTE type did not have any impact on purchase intention. Third, of the benefits pursued in dietary life, the pursuits of taste and convenience had positive (+) impacts on purchase intention while the pursuits of nutrition and price did not have any significant impacts on purchase intention. In addition, of the benefits pursued in dietary life, the pursuit of convenience had a significant impact on purchase intention mediated by preference by each HMR type. As a result, taste of HMR and the aspects of convenience act as factors inducing purchases, and products in the various forms of taste and convenience in order to appeal consumers who pursue taste and convenience.
1. 연구배경
2. 선행연구 검토
3. 연구목적
Ⅱ. 이론적 배경
1. 1인 가구의 정의 및 현황
2. HMR의 정의 및 유형
3. HMR의 현황
4. 추구혜택, 선호도, 구매의도
Ⅲ. 연구설계
1. 분석 방법
2. 연구가설 및 연구모형
3. 설문의 구성
Ⅳ. 실증 분석
1. 인구통계학 분석
2. HMR 이용실태
3. 측정모형의 탐색적 요인 분석
4. 측정모형의 확인적 요인 분석
5. 측정모형의 판별타당성 검증
6. 구조모형의 적합도 검증
Ⅴ. 연구 결과
1. 구조모형의 가설 검증
2. 최종 경로모형
Ⅵ. 결 론
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