RMR 선택속성이 소비자만족과 재구매의도에 미치는 영향 -온라인리뷰의 조절효과-

Objective: This study aims to determine the effects of RMR selection attributes on consumer satisfaction and repurchase intention, and to test the moderating role of online reviews in the relationship between RMR selection attributes and consumer satisfaction. Methods: This study conducted a survey, from October 10 to 16, 2024, on consumers who had purchased and consumed RMR within the past six months. Then, this study used SPSS 29.0 for an empirical analysis to test the research hypotheses. Results: Convenience had no significant effect on satisfaction, and price did not significantly affect repurchase intention. Satisfaction significantly increased repurchase intention, and online reviews moderated only the quality–satisfaction relationship. Implications: This study provides foundational academic data on the selection attributes of RMR which remain under-researched. This study also suggests the need to consider new selection attributes beyond convenience, which has now become taken for granted in the ready meal category.