The Impact of the Selection Factors of HMR on the Attitude and Trust of Consumers: Focusing on the Consumers of 50 or Older

Ha-Yun Ahn; Soo-Bum Lee

doi:doi:10.11648/j.ijhtm.20220602.14

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The Impact of the Selection Factors of HMR on the Attitude and Trust of Consumers: Focusing on the Consumers of 50 or Older

Ha-Yun Ahn, Soo-Bum Lee

Published in International Journal of Hospitality & Tourism Management (Volume 6, Issue 2)

Received: 11 November 2022 Accepted: 6 December 2022 Published: 26 December 2022

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Abstract

In this study, the researcher took note of the rapid growth of HMR, which is leading the dining industry due to the social changes, while the researcher verified the impact of the selection factors of HMRs upon the attitude and trust of the consumers. The findings of this study were as follows; First, the sub-factors of the HMRs, i.e. convenience, price, quality of the menu, and brand reputation. Of these, convenience and brand reputation had a significantly positive impact on the attitude of the target consumers of this study. Second, the researcher verified the mediating effect of consumer attitude in the influential relationship on the factors of HMR choices upon trust among consumers of 50 years or older. The findings were analyzed using the three-stage regression equation by Baron & Kenny (1986). It was shown that Stage 1 mediated the influential relationship from HMR choice factors upon trust. In Stage 2, convenience and brand reputation had a significant impact on trust, which was a dependent variable, while the third stage, to which the mediating variable (consumer attitude) was put, only one factor, that is, brand reputation, had a significant impact, while consumer attitude had a partial mediating effect in the influential relationship of brand reputation, which is one of the HMR choice factors, upon trust, while the mediating effect was full in the influential relationship between convenience, which was another HMR choice factors, upon trust. In the end, analyses showed that consumer attitude had a mediating effect in the relationship between HMR choice factors and trust.

Published in	International Journal of Hospitality & Tourism Management (Volume 6, Issue 2)
DOI	10.11648/j.ijhtm.20220602.14
Page(s)	44-53
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2022. Published by Science Publishing Group

Keywords

HMR Selection Factors, Consumer Attitude and Trust, Consumers Who Are 50 or Older

References

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APA Style

Ha-Yun Ahn, Soo-Bum Lee. (2022). The Impact of the Selection Factors of HMR on the Attitude and Trust of Consumers: Focusing on the Consumers of 50 or Older. International Journal of Hospitality & Tourism Management, 6(2), 44-53. https://doi.org/10.11648/j.ijhtm.20220602.14

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ACS Style

Ha-Yun Ahn; Soo-Bum Lee. The Impact of the Selection Factors of HMR on the Attitude and Trust of Consumers: Focusing on the Consumers of 50 or Older. Int. J. Hosp. Tour. Manag. 2022, 6(2), 44-53. doi: 10.11648/j.ijhtm.20220602.14

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AMA Style

Ha-Yun Ahn, Soo-Bum Lee. The Impact of the Selection Factors of HMR on the Attitude and Trust of Consumers: Focusing on the Consumers of 50 or Older. Int J Hosp Tour Manag. 2022;6(2):44-53. doi: 10.11648/j.ijhtm.20220602.14

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@article{10.11648/j.ijhtm.20220602.14,
  author = {Ha-Yun Ahn and Soo-Bum Lee},
  title = {The Impact of the Selection Factors of HMR on the Attitude and Trust of Consumers: Focusing on the Consumers of 50 or Older},
  journal = {International Journal of Hospitality & Tourism Management},
  volume = {6},
  number = {2},
  pages = {44-53},
  doi = {10.11648/j.ijhtm.20220602.14},
  url = {https://doi.org/10.11648/j.ijhtm.20220602.14},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijhtm.20220602.14},
  abstract = {In this study, the researcher took note of the rapid growth of HMR, which is leading the dining industry due to the social changes, while the researcher verified the impact of the selection factors of HMRs upon the attitude and trust of the consumers. The findings of this study were as follows; First, the sub-factors of the HMRs, i.e. convenience, price, quality of the menu, and brand reputation. Of these, convenience and brand reputation had a significantly positive impact on the attitude of the target consumers of this study. Second, the researcher verified the mediating effect of consumer attitude in the influential relationship on the factors of HMR choices upon trust among consumers of 50 years or older. The findings were analyzed using the three-stage regression equation by Baron & Kenny (1986). It was shown that Stage 1 mediated the influential relationship from HMR choice factors upon trust. In Stage 2, convenience and brand reputation had a significant impact on trust, which was a dependent variable, while the third stage, to which the mediating variable (consumer attitude) was put, only one factor, that is, brand reputation, had a significant impact, while consumer attitude had a partial mediating effect in the influential relationship of brand reputation, which is one of the HMR choice factors, upon trust, while the mediating effect was full in the influential relationship between convenience, which was another HMR choice factors, upon trust. In the end, analyses showed that consumer attitude had a mediating effect in the relationship between HMR choice factors and trust.},
 year = {2022}
}

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TY  - JOUR
T1  - The Impact of the Selection Factors of HMR on the Attitude and Trust of Consumers: Focusing on the Consumers of 50 or Older
AU  - Ha-Yun Ahn
AU  - Soo-Bum Lee
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PY  - 2022
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DO  - 10.11648/j.ijhtm.20220602.14
T2  - International Journal of Hospitality & Tourism Management
JF  - International Journal of Hospitality & Tourism Management
JO  - International Journal of Hospitality & Tourism Management
SP  - 44
EP  - 53
PB  - Science Publishing Group
SN  - 2640-1800
UR  - https://doi.org/10.11648/j.ijhtm.20220602.14
AB  - In this study, the researcher took note of the rapid growth of HMR, which is leading the dining industry due to the social changes, while the researcher verified the impact of the selection factors of HMRs upon the attitude and trust of the consumers. The findings of this study were as follows; First, the sub-factors of the HMRs, i.e. convenience, price, quality of the menu, and brand reputation. Of these, convenience and brand reputation had a significantly positive impact on the attitude of the target consumers of this study. Second, the researcher verified the mediating effect of consumer attitude in the influential relationship on the factors of HMR choices upon trust among consumers of 50 years or older. The findings were analyzed using the three-stage regression equation by Baron & Kenny (1986). It was shown that Stage 1 mediated the influential relationship from HMR choice factors upon trust. In Stage 2, convenience and brand reputation had a significant impact on trust, which was a dependent variable, while the third stage, to which the mediating variable (consumer attitude) was put, only one factor, that is, brand reputation, had a significant impact, while consumer attitude had a partial mediating effect in the influential relationship of brand reputation, which is one of the HMR choice factors, upon trust, while the mediating effect was full in the influential relationship between convenience, which was another HMR choice factors, upon trust. In the end, analyses showed that consumer attitude had a mediating effect in the relationship between HMR choice factors and trust.
VL  - 6
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Author Information

Ha-Yun Ahn

Department of Culinary Science & Food Service Management, Kyung Hee University, Seoul, Republic of Korea
Soo-Bum Lee

Department of Service Management, Kyung Hee University, Seoul, Republic of Korea

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APA Style

Ha-Yun Ahn, Soo-Bum Lee. (2022). The Impact of the Selection Factors of HMR on the Attitude and Trust of Consumers: Focusing on the Consumers of 50 or Older. International Journal of Hospitality & Tourism Management, 6(2), 44-53. https://doi.org/10.11648/j.ijhtm.20220602.14

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ACS Style

Ha-Yun Ahn; Soo-Bum Lee. The Impact of the Selection Factors of HMR on the Attitude and Trust of Consumers: Focusing on the Consumers of 50 or Older. Int. J. Hosp. Tour. Manag. 2022, 6(2), 44-53. doi: 10.11648/j.ijhtm.20220602.14

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AMA Style

Ha-Yun Ahn, Soo-Bum Lee. The Impact of the Selection Factors of HMR on the Attitude and Trust of Consumers: Focusing on the Consumers of 50 or Older. Int J Hosp Tour Manag. 2022;6(2):44-53. doi: 10.11648/j.ijhtm.20220602.14

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@article{10.11648/j.ijhtm.20220602.14,
  author = {Ha-Yun Ahn and Soo-Bum Lee},
  title = {The Impact of the Selection Factors of HMR on the Attitude and Trust of Consumers: Focusing on the Consumers of 50 or Older},
  journal = {International Journal of Hospitality & Tourism Management},
  volume = {6},
  number = {2},
  pages = {44-53},
  doi = {10.11648/j.ijhtm.20220602.14},
  url = {https://doi.org/10.11648/j.ijhtm.20220602.14},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijhtm.20220602.14},
  abstract = {In this study, the researcher took note of the rapid growth of HMR, which is leading the dining industry due to the social changes, while the researcher verified the impact of the selection factors of HMRs upon the attitude and trust of the consumers. The findings of this study were as follows; First, the sub-factors of the HMRs, i.e. convenience, price, quality of the menu, and brand reputation. Of these, convenience and brand reputation had a significantly positive impact on the attitude of the target consumers of this study. Second, the researcher verified the mediating effect of consumer attitude in the influential relationship on the factors of HMR choices upon trust among consumers of 50 years or older. The findings were analyzed using the three-stage regression equation by Baron & Kenny (1986). It was shown that Stage 1 mediated the influential relationship from HMR choice factors upon trust. In Stage 2, convenience and brand reputation had a significant impact on trust, which was a dependent variable, while the third stage, to which the mediating variable (consumer attitude) was put, only one factor, that is, brand reputation, had a significant impact, while consumer attitude had a partial mediating effect in the influential relationship of brand reputation, which is one of the HMR choice factors, upon trust, while the mediating effect was full in the influential relationship between convenience, which was another HMR choice factors, upon trust. In the end, analyses showed that consumer attitude had a mediating effect in the relationship between HMR choice factors and trust.},
 year = {2022}
}

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TY  - JOUR
T1  - The Impact of the Selection Factors of HMR on the Attitude and Trust of Consumers: Focusing on the Consumers of 50 or Older
AU  - Ha-Yun Ahn
AU  - Soo-Bum Lee
Y1  - 2022/12/26
PY  - 2022
N1  - https://doi.org/10.11648/j.ijhtm.20220602.14
DO  - 10.11648/j.ijhtm.20220602.14
T2  - International Journal of Hospitality & Tourism Management
JF  - International Journal of Hospitality & Tourism Management
JO  - International Journal of Hospitality & Tourism Management
SP  - 44
EP  - 53
PB  - Science Publishing Group
SN  - 2640-1800
UR  - https://doi.org/10.11648/j.ijhtm.20220602.14
AB  - In this study, the researcher took note of the rapid growth of HMR, which is leading the dining industry due to the social changes, while the researcher verified the impact of the selection factors of HMRs upon the attitude and trust of the consumers. The findings of this study were as follows; First, the sub-factors of the HMRs, i.e. convenience, price, quality of the menu, and brand reputation. Of these, convenience and brand reputation had a significantly positive impact on the attitude of the target consumers of this study. Second, the researcher verified the mediating effect of consumer attitude in the influential relationship on the factors of HMR choices upon trust among consumers of 50 years or older. The findings were analyzed using the three-stage regression equation by Baron & Kenny (1986). It was shown that Stage 1 mediated the influential relationship from HMR choice factors upon trust. In Stage 2, convenience and brand reputation had a significant impact on trust, which was a dependent variable, while the third stage, to which the mediating variable (consumer attitude) was put, only one factor, that is, brand reputation, had a significant impact, while consumer attitude had a partial mediating effect in the influential relationship of brand reputation, which is one of the HMR choice factors, upon trust, while the mediating effect was full in the influential relationship between convenience, which was another HMR choice factors, upon trust. In the end, analyses showed that consumer attitude had a mediating effect in the relationship between HMR choice factors and trust.
VL  - 6
IS  - 2
ER  -

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