A Study on E-Commerce Consumer Dissatisfaction of HMR Products

Seungeun Kim, Seungkyu Hong, Dongsoo Kim


The market for Home Meal Replacement (HMR), which is simple to cook and replace homecooking, is growing every year since customers need to find convenience and speed in purchasing, cooking, and consuming food. In addition, the purchase of HMR through online and mobile is increasing because convenience of purchasing through e-Commerce is growing.However, there are difficulties in analyzing complaints of customers who do not directly express their dissatisfaction with companies that sell products through online and mobile. Therefore, this study examines the influential relationship between customer’s characteristics, dissatisfaction factors, complaint behavior, and repurchase intention of 20s who have dissatisfaction experience of purchasing HMR through online or mobile using SPSS and R. In addition, we attempt to analyze the degree of perceived dissatisfaction and its relevance even though customers did not directly experience dissatisfaction factors. As a result, it is meaningful to extend the study of customer dissatisfaction that is rarely handled in the existing HMR research, and to raise the understanding of customers for the management of complaints.

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