The Effects of Dietary Lifestyle on Purchase Intention of Convenience Store Lunch Box: Mediating Role of Perceived Quality of Convenience Store Lunch Box

We examined the impact of dietary lifestyle on purchase intention of convenience store lunch boxes and the mediating role of perceived quality. This study conducted a survey using the convenience sampling method targeting consumers who had experience purchasing convenience store lunch boxes in Seoul, Gyeonggi, Daejeon, and Gwangju from February 19 to February 25, 2024. We used 251 copies of the questionnaire as final analysis data, and analysis was conducted using the SPSS 23.0 package program. The analysis is summarized as follows. First, the health-seeking type of dietary lifestyle had a significant impact on the purchase intention of convenience store lunch boxes. On the other hand, the convenience-seeking type had no significant effect on the purchase intention of convenience store lunch boxes. Second, perceived quality was found to play a mediating role between health-seeking dietary lifestyle and purchase intention of convenience store lunch boxes. The results of this study provided basic data that could contribute to the development of convenience store lunch box products and increase sales by understanding consumers' dietary lifestyles.