식품소비성향이 HMR 구매행동에 미치는 영향 －분위수 회귀분석방법을 중심으로－

초록

This study conducts a quantile regression analysis in order to estimate the extent to which the propensity to consume food influences Home Meal Replacement(HMR) buying behavior of consumers using a ‘survey data of Consumers’ Attitude toward Processed Food in 2017’. Factors for the propensity to consume food had been firstly extracted through principle component analysis, and those factors were classified as “pursuit of open consumption”, “pursuit of high-quality and diversification”, “pursuit of safety and relief”, and “pursuit of home-dining”. Along with the extracted factors, quantile regression analysis has been conducted to scrutinize the effects of the propensity to consume food variables on the dependent variables, “expenditure on HMR”, “proportion of HMR in the total food expenditure”. It is found out that “pursuit of open consumption” and “pursuit of safety and relief” were shown to be statistically significant only for 0.6 and 0.8 quantile of the “expenditure on HMR” variable, while “pursuit of high-quality and diversification” was only statistically significant for the highest quantile of the “proportion of HMR” variable. Coefficients of “pursuit of home-dining” showed a decline in both dependent variables. To sum up, it is required for food to identify the extent to which the propensity to consume food influences HMR buying behavior of consumers, and establish segmentalized product development plans.

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