The Effect of Quality Factors of Meal Kit Shopping Platforms on Brand Image and Repurchase Intention

Abstract

Following the change in lifestyle after the COVID-19 pandemic, consumers began to pay attention toHMR, and the market grew significantly accordingly. In particular, Meal kit has established itself as a mainstream in the HMR market including online Fresh Food, and related companies are fiercely competing to lead the market. In this study, we analyze the influence relationship between quality factors and brand image on meal kit shopping platforms, and confirm the relationship with repurchase intention to suggest future strategic directions for meal kit sellers. Quality factors were classified into information quality, system quality, service quality, product quality, and delivery quality. For the study, a survey was conducted on consumers in their 20s and older who had purchased meal kits online. The statistical program SPSS 23.0 was used for the analysis of the questionnaire, and Smart PLS 4.0 was used for hypothesis testing. The results of the study can be summarized as follows. First, information quality had a significant impact on brand image. Second, system quality had a significant impact on brand image. Third, service quality had a significant impact on brand image. Fourth, product quality had a significant impact on brand image. Fifth, delivery quality had a significant impact on brand image. Sixth, brand image had a significant impact on repurchase intention. Through this study, meal kit sellers will need to establish a market response strategy in the direction of enhancing the brand image through systematic management plans as well as improving the quality of the shopping platform to secure a competitive edge.