Proper

Abstract

This study aimed to identify the effects of choice attributes of each factor on shopping satisfaction and premium price payment intention, and ultimately to gain insight into specific approaches to securing competitiveness in HMR market. To that end, total of 363 valid response sheets underwent an independent sample t-test and structural equation modeling or path analysis. we found that the low-involvement group perceived expiry date, safety, place of origin, freshness and main ingredient attributes as important in comparison to the high-involvement group, and that only HMR selection factors increased the consumer involvement, which in turn exerted positive effects on shopping satisfaction and premium price payment intention. The findings suggested that companies launching premium HMR products should take into account the choice attributes of the HMR quality factor and the tactics of increasing consumer involvement and shopping satisfaction, given Korean consumers’ perception of HMR is still low in terms of involvement.