본 연구는 직장인의 외식소비트렌드가 소비감정 및 삶의 질에 미치는 영향을 분석함으로 외식업 운영 및 종사자들에게는 실질적인 자료를 제시하여 외식 산업 및 경영 활성화를 도모하고, ...
본 연구는 직장인의 외식소비트렌드가 소비감정 및 삶의 질에 미치는 영향을 분석함으로 외식업 운영 및 종사자들에게는 실질적인 자료를 제시하여 외식 산업 및 경영 활성화를 도모하고, 소비자에게는 더 좋은 외식환경과 서비스를 제공하고자 실시하였다.
일반적 특성에 따른 외식소비트렌드의 선호도 차이를 분석한 결과 성별에 따라 먹방신드롬, 한식의 재해석, 로케팅 소비, 스타 셰프, SNS 맛집 공유 등 모든 요인에서 여자가 남자보다 높은 수치를 보여 외식소비트렌드를 만들고, 선도하는 집단이 여성임을 알 수 있었다. 또한, 연령에서는 20대가 나머지 연령보다 먹방신드롬 선호도가 높게 나타났으며, 가족형태에서는 형제, 자매(또는 친구)가족집단이 나머지 집단보다 SNS 맛집 공유에 대한 선호도가 높은 것으로 나타났다. 결혼여부에 따라서는 기혼이 미혼보다 한식의 재해석에서 높은 선호도를 보이는 것으로 나타났다.
한편, 외식소비트렌드 반영을 위한 중요도-수행도를 분석한 결과, SNS, 음식관련 TV프로그램, 파워블로거, 사회적 분위기가 1사분면, 스타 셰프가 2사분면, 정부의 정책, 드라마, 인기스타, 외국문화유입이 3사분면에, 광고가 4사분면에 포함되는 것으로 나타나 광고에 대한 개선노력이 필요함을 알 수 있었다.
탐색적 요인 분석을 통해 외식소비트렌드를 간소화 추구, 트렌드 추구, 관계 추구 등 3가지 요인으로 구분하고 신뢰도를 검정한 후, 소비감정 및 삶의 질에 대한 요인분석과 신뢰도 분석을 하였다. 또한 요인들 간의 타당성 및 적합도를 알아보기 위해 AMOS 18.0 프로그램을 이용해 분석을 실시하였다. 구조방정식을 통해 분석한 결과, 간소화 추구 요인과 트렌드 추구 요인은 과시형 소비에 유의한 영향을 미치고, 관계추구 요인은 합리적 소비에 유의한 영향을 미치는 것을 알 수 있었으며, 과시형 소비와 합리적 소비는 삶의 질에 유의한 영향을 미치는 것으로 분석되었다.
본 연구의 결과를 바탕으로 외식업 운영 및 종사자들에게 실질적인 자료를 제시하여, 소비자에게 더 좋은 외식환경 및 서비스를 제공하고, 외식 산업 및 경영 활성화 마케팅 전략에 활용될 수 있기를 기대해 본다.
By analyzing the effects of dining consumption trends of office workers on consumption emotion and quality of life, the purpose of this study is to promote the revitalization of the food service industry and management by presenting practical data to ...
By analyzing the effects of dining consumption trends of office workers on consumption emotion and quality of life, the purpose of this study is to promote the revitalization of the food service industry and management by presenting practical data to food service operators and employees and to offer better food service environment and dining services for consumers.
As a result of analyzing the difference in preferences for dining consumption trends based on general characteristics, it was found that the gender group that created and led dining consumption trends were women as all factors such as eating broadcast syndrome, reinterpretation of Korean food, rocketing consumption, star chefs, sharing notable restaurants via SNS had higher values in women than men. Also, with respect to age group, office workers in their 20s showed a higher level of preference for eating broadcast syndrome than other age groups. With respect to family form, the family form of brothers and sisters (or friends) showed a higher level of preference for sharing notable restaurants via SNS. With respect to marital status, it was found that married office workers had a higher level of preference in the reinterpretation of Korean food than non-married office workers.
On the other hand, as a result of analyzing the level of importance-performance to reflect the dining consumption trends, it was found that SNS, food related TV programs, power bloggers and social atmosphere were included in the 1st quadrant, star chefs were included in the 2nd quadrant, government policies, dramas, famous stars and inflow of foreign culture were included in the 3rd quadrant and advertisements were included in the 4th quadrant which led to the conclusion that efforts to improve advertisements were necessary.
Dining consumption trends were categorized into three different factors of “preference in simplification,” “preference in trends,” and “preference in relations” through the exploratory factor analysis. After testing the degree of reliability of such factors, a factor analysis and reliability analysis was conducted with respect to consumption emotions and quality of life. Also, to determine the validity and suitability among the factors, an analysis was conducted by using the AMOS 18.0 program. Based on the analysis results obtained from structural equations, it was found that the factors of “preference in simplification” and “preference in trends” had a significant effect on bragging-type consumption, the factor of “preference in relations” had a significant effect on reasonable consumption, and bragging-type consumption and reasonable consumption had a significant effect on quality of life.
It is anticipated that this study could be used to plan marketing strategies for the revitalization of the food service industry and management by presenting practical data to food service operators and employees based on the results of this study so that a better food service environment and dining services could be offered to consumers.
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