Journal of Rural Development
The Effects of Time Pressure on Selection Attributes and Purchase Satisfaction of Meal Kit Products: Focusing on Convenience, Price, Variety, and Health
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AuthorKang, Shinwook
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Publication Date2025.03.20
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Original
This study examines the impact of time pressure on product selection attributes and purchase satisfaction in meal kit products. Based on previous research, we investigated the effects of time pressure on selection attributes (convenience, price, variety, health) and their mediating effects. An online survey of 350 Korean meal kit consumers was analyzed using structural equation modeling. Results showed that time pressure negatively affected convenience and variety but had no significant impact on price and health attributes. All selection attributes positively influenced purchase satisfaction, with price having the strongest effect. Mediation analysis revealed that only convenience significantly mediated the relationship between time pressure and purchase satisfaction. This study empirically demonstrates that the convenience value of meal kit products is not fully recognized under time pressure, providing valuable implications for developing marketing strategies suitable for time-pressured situations.
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