Korean journal of food and cookery science (한국식품조리과학회지)

Korean Society of Food and Cookery Science (한국식품조리과학회)
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The causal relationship between consumers 'life-style and motivation, satisfaction of attributes at fast-food restaurant - Focused on college students eastern area of Kangwon Province

패스트푸드 전문점 이용객의 라이프스타일과 동기, 속성만족과의 인과관계 - 강원도 영동권 대학생들 위주로

  • Published : 2005.12.01
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Abstract

The purposes of this study were, 1) to investigate the causal relationship between customer's life-style and motivation of eating-out, and 2) to research the causal nexus between motivation of eating-out and satisfaction of attributes to choose the restaurant. Reliability analysis, factor analysis, and Structure Equation Model(SEM) were adapted by Windows SPSS 10.0 and Amos 4.0. Life-style was divided into 7 factors and eating-out motivation into 5. Life-style influenced significantly each motivation of eating-out. It had positive influence on 'Reception and congratulation', 'Change of dietary life', 'Economic saving', "'Preference motivation', and 'Advertisement and companion's need', but negative influence on 'Reception and congratulation', 'Change of dietary life', and 'Preference motivation'. Customer's motivation of eating-out also influenced significantly the attributes. Factorl 'Reception and congratulation' had positive influence on all attributes except for 'Transportation convenience and distance to the shop'. Factor 2 'Change of dietary life' had negative influence on 'Food's taste, quantity, price', 'Sanitation and cleanness', and 'Staff's service quality' Factor 3 "Economic saving' had positive influence on 'Food's taste, quantity, price' and 'Transportation convenience and distance to the shop'. factors 'Advertisement and companion's need' had positive influence on 'Atmosphere of restaurant' and negative influence on 'Food's taste, quantity, price'.

Keywords

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