외식소비자의 밀키트(Meal Kit) 이용 혜택과 구매행동에 관한 연구: 계획된 행동이론의 적용

The meal kit industry has witnessed a growing demand for healthy and convenient meals at consumers’ places. This study classifies the benefits of meal kit products and investigates the effects of benefits of meal kit products on consumers’ behaviors applying the Theory of Planned Behavior. The moderating effects of untact propensity and gender were also tested using structural equation modeling analysis. A total of 401 valid responses were collected from meal kit users through an online survey and analyzed data using SPSS and AMOS. The results were summarized as follows: First, all four types of benefits (convenience, safety, psychological, and diversity benefits) had a positive impact on attitude, subjective norm and perceived behavioral control except the path between diversity benefit and perceived behavioral control. Second, attitude, subjective norm and perceived behavioral control toward consuming meal kits affected consumers’ behavioral intentions. Untact propensity and gender were found to moderate the relationship between the benefits of meal kit products and consumers’ behaviors. The findings of this study have theoretical and practical implications for the development of meal kit products.