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This study analyzed the direct effects and mediation effects of the food consumption lifestyle on HMR purchase experience, satisfaction, and purchase intention. In addition, the moderation effects between groups were analyzed by classifying the upper group with high purchase frequency and the lower group with low frequency by HMR product type. It was found that the convenience seeking type had a significant positive (+) effect on HMR purchase experience and satisfaction. There was no direct effect on the purchase intention, but it was analyzed that there was a mediating effect through purchase experience and satisfaction. The health and safety seeking type was found to have no negative (-) or significant effect on HMR purchase experience and purchase intention. However, it was found that it had a significant positive (+) effect on HMR purchase satisfaction, and it was analyzed that the satisfaction of the group with low purchase frequency was high through the moderation effects. The economic seeking type had a significant positive (+) effect on purchase experience, satisfaction, and purchase intention in instant cooked and instant foods, and was confirmed to have direct and mediating effects. |
