고객이 인지하는 외식기업에서 제조한 HMR에 대한 전환비용이 재구매 의도에 미치는 영향: 자의기반과 구속기반 메커니즘의 이원적 모형을 중심으로

This study was designed to explore the effects of perceived switching costs towards HMR products manufactured by restaurants on consumer intention to repurchase. In doing so, a dual model of dedicationbased and constraint-based mechanisms was applied to our study context. Especially, a customer ‘expectation confirmation’ was employed as a dedication-based mechanism and ‘alternative attractiveness’ was used as a constraint-based mechanism. Our potential respondents were limited to individuals who have experienced the purchase and consumption of HMR products manufactured by restaurants. Through this process, a total of 241 responses were obtained. Results showed that a customer ‘expectation confirmation’ had a significantly negative impact on ‘monetary switching costs’ while such effect on ‘quality switching costs’ was not significant. In addition, ‘alternative attractiveness’ was found to have no significant effect on ‘monetary switching costs’ while it showed a significant positive effect on ‘quality switching costs.’ This study investigated if consumer perceptions about switching costs towards HMR products manufactured by restaurants from dining out at the restaurants. Results found that ‘monetary switching costs’ significantly reduced customer intention to repurchase; however, ‘quality switching costs’ did not show such effect. These results were used to propose some useful information for restaurants that attempt to enter a new HMR market.