부산대학교 도서관

This study examined the impact of female customers' meal kit selection attributes on positive consumption emotions and repurchase intention, and investigated the mediating role of product trust. To achieve the purpose of this study, a survey was conducted using convenience sampling with female consumers in Seoul and Gyeonggi-do who had experience purchasing meal kit products. The survey distributed 250 questionnaires from January 8, 2024 to January 19, 2024, and ultimately 227 questionnaires were used in this study. The analysis results are as follows. First, among female customers' meal kit selection attributes, health had a significant effect on positive consumption emotions. Second, female customers' positive consumption emotions toward using meal kits had a significant effect on repurchase intention. Third, product trust had a mediating effect between female customers' positive consumption emotions toward using meal kits and repurchase intention. The results of this study provided implications for establishing a segmentation strategy for the meal kit market by identifying the meal kit selection attributes of female customers and investigating the relationship between positive consumption emotions and repurchase intention. And We aimed to provide useful data to improve repeat purchases by improving trust in the product.