레스토랑 간편식(RMR) 선택속성이 지각된 가치와 행동의도에 미치는 영향: 브랜드 명성의 조절효과를 중심으로

Objective:This study aims to investigate the relationships among restaurant meal replacement(RMR) selection attributes, perceived value, and behavioral intention, with particular emphasis on the moderating role of brand reputation. To achieve this objective, the study seeks to identify key selection attribute factors that positively influence perceived value and behavioral intention of consumers. Methods:This study conducted an online questionnaire from November 20 to December 5, 2025, and collected a total of 250 samples. Then, this study performed a regression analysis to test the hypotheses based on the collected data. Results:First, RMR selection attributes-excluding price-significantly affected perceived value, with quality exerting the strongest influence, followed by variety, convenience, and packaging. Second, perceived value had a significant positive effect on behavioral intention. Third, except for price, all RMR selection attributes significantly influenced behavioral intention. Finally, brand reputation exerted a significant moderating effect on the relationship between perceived value and behavioral intention and brand reputation reinforces behavioral intention. Implications:The findings provide theoretical foundations to inform the drvelopment of RMR products and the formulation of marketing strategies to secure ompetitive advantage.