From Clicks to Cuisine: Consumer Perceptions and Behavioral Responses to RMR in the Online Shopping

다국어 초록 (Multilingual Abstract)

Since consumers do online shopping more than ever, various types of online food products have emerged. Several types of convenient food products, including HMR (home meal replacement) and RMR (restaurant meal replacement), had been spotlighted due to the delivery service and pandemic. The main difference of RMR is that it has its brand and physical restaurant. This study clarifies the distinguished factors of RMR and examines the relationship among RMR selection attributes, the Technology Acceptance Model, satisfaction, and behavioral intention. Moreover, since RMR can be a possible inducement for consumers who have experienced the product visiting the actual restaurant, behavioral intention includes offline transition intention as well as repurchase intention. Survey data was obtained from 409 consumers who had experienced buying RMR through an online platform. Multi-regression analysis and Baron & Kenny’s mediation analysis were used to examine the study's hypotheses to figure specific effects among variables. This study reveals that TAM factors significantly influence consumer satisfaction but do not directly impact repurchase or offline transition intention. RMR attributes such as diversity, taste, and economics are more influential in directly shaping consumers’ behavioral intentions. Additionally, with a specific mediation effect, TAM factors, review and convenience must need to have consumer satisfaction as a preceding factor rather than directly influencing behavioral intention, while other RMR attributes have a mediation effect of satisfaction on both repurchase and offline transition intention.