The Impact of Meal Kit Food Choice on Consumers’ Purchase Intention

This study attempted to analyze how the selection attributes of meal kit menus affect brand attitude and purchase intention among customers who live in Gwangju Metropolitan City and plan to use or have experience using meal kit menus. In future research, there is a need to supplement and correct the following limitations. First, in this study, sampling was limited to customers who live in Gwangju Metropolitan City and plan to use or have experience using meal kit menus, which limits generalization. Therefore, in the future, follow-up research is needed to generalize the research results by sampling by region. In future research, there is a need to supplement and correct the following limitations. First, in this study, sampling was limited to customers who live in Gwangju Metropolitan City and plan to use or have experience using meal kit menus, Second, in this study, the factors were limited to some variables of meal kit menu selection attributes, brand attitude, and purchase intention, but it is believed that a research model should be developed by expanding perceived value and brand value as control variables or parameters. do. Third, in this study, customers who plan to use or have experience using meal kit menus were randomly selected as the population and data were collected using a simple method, which may result in a lack of objectivity in the responses, and the results of this study It is believed that there are limitations in generalizing this to all consumers who purchase meal kit products.