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The Effects of Dietary Life Style on HMR Satisfaction for College Students: Focusing on Moderating Effect of the HMR Product Attitude
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This study investigated the effect of college students' dietary lifestyle on HMR satisfaction and moderating effect of HMR product attitudes. A survey was conducted from June 7 to June 15, 2022 targeting college students in Seoul and Gyeonggi Province, and the final 224 copies were used for empirical analysis. The analysis results are as follows. First, the taste-seeking type and convenience-seeking type of college students' dietary lifestyle had a significant effect on HMR satisfaction. But the health-seeking type had no significant effect on HMR satisfaction. Second, the product attitude had a moderating effect between taste-seeking type and HMR satisfaction, and also between convenience-seeking type and HMR satisfaction. The results of this study can provide strategic implications for developing HMR products and establishing marketing strategies that college students can prefer by understanding the dietary lifestyles.
Title: The Effects of Dietary Life Style on HMR Satisfaction for College Students: Focusing on Moderating Effect of the HMR Product Attitude
Description:
This study investigated the effect of college students' dietary lifestyle on HMR satisfaction and moderating effect of HMR product attitudes.
A survey was conducted from June 7 to June 15, 2022 targeting college students in Seoul and Gyeonggi Province, and the final 224 copies were used for empirical analysis.
The analysis results are as follows.
First, the taste-seeking type and convenience-seeking type of college students' dietary lifestyle had a significant effect on HMR satisfaction.
But the health-seeking type had no significant effect on HMR satisfaction.
Second, the product attitude had a moderating effect between taste-seeking type and HMR satisfaction, and also between convenience-seeking type and HMR satisfaction.
The results of this study can provide strategic implications for developing HMR products and establishing marketing strategies that college students can prefer by understanding the dietary lifestyles.
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