외식소비자의 라이프스타일 특성에 관한 연구

Abstract

As industry have advanced faster and economic circumstance have changed enormously, food service having been an importance role of human life's leisure culture. Also, for food service's growth, it is occupying an main part of social development. One of the most significant factors explaining consumer behavior might be a lifestyle such as well-being emphasizing one's health and LOHAS. So, this study was conducted to examine the different in lifestyle factors according to the characteristics of visitor. For the purposes of this study, the user for visiting the local traditional food restaurants in jeju province were selected as a population, and the related measurement items such as factors of well-being and LOHAS were deduced. The items were included in a structured questionnaire and the survey was carried out for 2 days from April 16, 2010. And the total 345 effective sampling has been confirmed and reflected for a corroborative analysis. Descriptive statistics, factor analysis, and ANOVA method are adopted for the empirical analysis. By the exclusion of the items with low reliability and poor explanation, four lifestyle causing factors have been finally derived, and named as 'trend-orientation', 'heathy-orientation', 'social-orientation', and 'community-orientation'. And the well-being factors were divided and named as 'positive well-being' and 'self well-being'. and finally, The the LOHAS factors were divided and named as 'eco-friendly' and 'sustainable'. The followings could be derived from the above results. 1) There was a difference in lifestyle factors according to the characteristics of visitor. 2) There was a difference in well-being according to the characteristics of visitor. 3) There was a difference in lifestyle according to the characteristics of visitor.

These results show the following suggestions as an important reference for the improvement of local traditional food consumer in jeju province. 1) It is necessary to make the order to get the new food consumption behavior in jeju province. 2) The office workers regard th following factors when they choose the well-being and LOHAS factor 3) As shown significant in the distinction between well-being consumer and LOHAS consumer, it is recommended to develop a marketing strategies.

In spite of the results and suggestions mentioned above, there are still limitations and future tasks in this study. One of them is that the limitation of this study is to sample only local traditional food restaurants in jeju province as a statistical population. It is needed to expand the research range and to include various populations for better results in future.