ABSTRACT

The Effect of Dietary Life Style on Home Meal Replacement Attitude and Behavior Intention

Kim, Mun-Kyung
Department of Hotel Culinary & Food Service Management
Graduate School
Catholic Kwan-dong University
(Supervised by Professor Yoon, Deok Ihn)

Today, society has developed and income level, nuclear family, increase of singles, increase of social participation of women, increase of dual income couple, increase of aged population and elderly living alone, It is changing rapidly. It can be seen that the proportion of the food service industry is increasing due to changes in the eating habits such as globalization, luxury, leisure, individualization, diversification, and simplification of eating habits. Modern people ''s complicated and diversified everyday life pursues mobility, promptness and convenience in eating habits, and prefer quality to quantity, so that high - quality premium products and low - priced products are increasingly demanded.
The purpose of this study was to examine the effects of eating habits on HMR selection attributes and behavioral intention, and to examine the relationship between eating habits, Choice attribute, and behavioral intention. For this purpose, the concept of each variable and the relationship between these variables are examined through literature review and empirical analysis.
For the empirical analysis of this study, 300 questionnaires were distributed to eateries who had experience of family consciousness in Seoul, Gyeonggi and Gangwon provinces from August 1, 2017 to August 20, 2017, 292 copies were used as samples. The statistical program of SPSS 18.0 was used to analyze the data of the questionnaire and the frequency analysis was conducted to examine the general characteristics of the sample. The exploratory factor analysis and the reliability analysis were conducted on the measurement variables. Prior to the hypothesis testing, correlation analysis was performed to find the relationship between variables and multiple regression analysis was conducted for hypothesis testing.
The results of this study are summarized as follows. First, the effects of eating habits lifestyle on HMR selection attributes are as follows. Health - seeking type is more interested in health - related products than convenience and is willing to pay more expensive premium products. The safety-seeking type considers the caustic ratio, the taste-seeking type is convenient, and the caustic rain is also interested in the good product. Convenience-seeking type is interested in convenience products. Second, the effects of eating habits on behavioral intention were found to be negatively related to repetition and word of mouth. And safety - seeking type, taste - seeking type, convenience - seeking type were adopted for repurchase and word of mouth. This indicates that the higher the satisfaction level of the product, the more it leads to the repurchase and word of mouth.
Third, the results of the study on the effect of the HMR selection attribute on the behavioral intentions were evaluated. The convenience was adopted for repurchase and word - of - mouth, and the economy was rejected for repurchase and word - of - mouth. Curiosity has been adopted in the oral tradition, which shows that when the satisfaction level of the product is high, it is advertised or promoted around. This study can be used as basic data for development of various products such as product differentiation, convenience product for health, low price product, premium product, and organic product.

Key words : eating habits, lifestyle, home consciousness, choice attribute.