Dual-factor theory를 적용한 레스토랑 간편식 (Restaurant Meal Replacement)의 소비 촉진요인과 저해요인이 외식 소비자의 만족도와 행동의도에 미치는 영향: 미식경험 관여도의 조절 효과를 중심으로

The foodservice industry in Korea has gone through severe difficulties due to the effect of COVID-19. As a result, home meal replacement (HMR) and meal-kit products have been considered a breakthrough in this crisis. Restaurants have developed meal replacement products with their menu: Restaurant meal replacement (RMR). This study aims to explicate the effects of a restaurant meal replacement on consumer satisfaction and behavioral intention. To be specific, consumption facilitators and inhibitors toward RMR customer satisfaction were investigated by employing the dual-factor theory. A total of 375 valid samples were collected and exploratory factor analysis, linear regression, and hierarchical linear regression were conducted. The results of the study can be suggested as follows. First, the results show that convenience, quality, and experience factors as facilitators, also expense and environmental pollution factors as inhibitors. Second, convenience factor and quality factor have significantly positive effects on satisfaction; on the other hand, expense factor negatively affects it. Third, satisfaction positively affects repurchase and word-of-mouth intention. Fourth, gastronomy experience involvement has significant moderating effects on the relationship between satisfaction, repurchase intention, also word-of-mouth intention. The results of the current study can provide insightful implications in that early stage of the RMR market can be improved based on the practical implications. Furthermore, the current study can suggest a theoretical foundation for the concept of RMR.