Effects of HMR(Home Meal Replacement) Selection Attributes on Brand Image and Repurchase Intention: Focusing on Single-person Households

This study is to investigate the relationship between HMR selection attributes, brand image, and repurchase intention targeting single-person households. To verify this study, a survey was conducted on single-person households with experience purchasing HMR products, and the SPSS 25.00 program was used for statistical analysis. The hypotheses and results of this study are as follows. Among HMR selection attributes, safety, convenience, and taste were positively influence on brand image, so Hypothesis 1 was partially accepted. Among the HMR selection attributes, safety, price, taste, convenience, and diversity have a positive influence on repurchase intention, so Hypothesis 2 was partially accepted. Lastly, brand image has a positive influence on repurchase intention. Consequently, companies that involved in the HMR sector need to develop products and marketing strategies considering various selection attributes, with a focus on safety.