Korean journal of food and cookery science (한국식품조리과학회지)

Korean Society of Food and Cookery Science (한국식품조리과학회)
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Use of Social Commerce Restaurant Products by College Students According to Demographic Characteristics and Eating Out Behavior

인구통계학적 특성 및 외식행동에 따른 대학생의 소셜커머스 외식상품 이용 현황

  • Jo, Mi-Na (Division of Hotel & Tourism, The University of Suwon) ;
  • Heo, Ji-Hwan (Graduate School of Hotel & Tourism, The University of Suwon)
  • 조미나 (수원대학교 호텔관광학부) ;
  • 허지환 (수원대학교 호텔관광대학원)
  • Received : 2014.01.29
  • Accepted : 2014.05.28
  • Published : 2014.06.30
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Abstract

The purpose of this study was to examine the use of social commerce restaurant products by college students according to demographic characteristics and eating out behavior. The questionnaire for the survey was distributed to 450 college students, who have experiences of purchasing a restaurant product on social commerce, with 286 responses used for analysis. From the result, college students frequently use smart phones and SNS for making such purchases. While the awareness of social commerce was high, they sometimes visited the websites and purchased products. The awareness and purchase experience of Coupang and Ticket Monster turned out to be the highest. The most frequently purchased product was restaurant discount coupons, followed by fashion/accessories, movie or concert tickets, food products, and beauty shop discount coupons. The discount rate was mostly 30 to 40% on average. The most significantly considered matter in purchasing products and services was product quality, followed by discount rate and consumer review. The respondents ate out at least 3 to 5 times a week, spent $100,000{\leq}200,000$ won, and were generally satisfied with the restaurant products from social commerce sites. The main satisfaction reason was price, whereas the dissatisfaction reason was false and puffy advertising. Service quality improvement and variety of category were the most necessary factors for improvement. Among the demographic characteristics, there was a difference in purchase expenditure of social commerce restaurant products, as well as purpose, companion, time used and word-of-mouth experience according to gender. According to grade, there was a difference in purchase expenditure, companion, area of use and impulsive purchase. Among the eating out behavior, there was a difference in purpose, companion and word-of-mouth experience according to the eating out frequency. Meanwhile, there was a difference in purchase expenditure, companion, time used, word-of-mouth experience and tool according to the eating out cost.

Keywords

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