Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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The Effects of the Dietary Lifestyle and Demographic Characteristics on the Brand Image of Restaurants with Nutritional Labeling

식생활라이프스타일과 인구통계적 특성이 외식영양표시 외식업체의 브랜드 이미지에 미치는 영향

  • Kim, Na-Hyung (Department of Hotel Foodservice Dining Cookery, Howon University)
  • 김나형 (호원대학교 호텔외식조리학과)
  • Received : 2019.05.12
  • Accepted : 2019.06.07
  • Published : 2019.06.30
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Abstract

The purpose of this study is to analyze the impact of dietary lifestyles and demographic characteristics on the Brand image of restaurants with Nutritional labeling to provide basic marketing data for establishing differentiated Brand image strategies for restaurant businesses. To that end, the SPSS21.0 (ver.) program, frequency analysis, descriptive statistics, factor analysis, reliability analysis, correlation analysis, and multiple linear regression analysis were conducted to verify the hypothesis. As a result, the Brand image of restaurants with Nutritional labeling improved as the metropolitan area sought safety, non-capital area sought taste, males sought health, and females sought safety. In terms of age, it was analyzed that as more people in their 20s sought taste, those their 30s and 40s sought safety, and both married and unmarried people sought safety, the Brand image of restaurants with Nutritional labeling improved. In other words, it could be seen that people with Dietary lifestyles who pursued health and safety had positive images of restaurants with Nutritional labeling regardless of residential area, age, gender, marital status, or whether they had children.

본 연구의 목적은 식생활라이프스타일과 인구통계적 특성이 외식영양표시 외식업체의 브랜드이미지에 미치는 영향을 분석하여 외식업체의 차별화된 브랜드 이미지 전략을 수립을 위한 마케팅의 기초자료를 제공하는데 있다. 연구분석을 위해 SPSS 21.0 (ver.) 프로그램, 빈도분석 및 기술통계, 요인분석 및 신뢰도분석, 상관관계 분석, 다중선형회귀분석 등을 실시하여 가설을 검증하였다. 그 결과 거주지에서 수도권은 안전추구, 비수도권은 맛추구, 안전추구, 성별에서 남성은 건강추구, 맛추구, 안전추구, 여성은 안전추구일수록 외식영양표시 외식업체에 대한 브랜드이미지가 상승하였다. 연령에서 20대는 맛추구, 30대와 40대는 안전추구, 결혼여부에서 기혼과 미혼 모두 안전추구일수록 외식영양표시 외식업체에 대한 브랜드이미지가 상승하는 것으로 분석되었다. 즉, 식생활라이프스타일이 안전추구, 건강추구일 경우 주거지, 연령, 성별, 결혼여부, 자녀유무와 관계없이 외식영양표시 외식업체에 긍정적인 브랜드이미지를 갖고 있다는 것을 알 수 있었다.

Keywords

Table 1. Characteristics of Sample

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Table 2. Reliability and Validity test result for Dietary Lifestyles

SHGSCZ_2019_v20n6_548_t0002.png 이미지

Table 3. Reliability and Validity Test result for the Brand Image of Restaurants with Nutritional Labeling

SHGSCZ_2019_v20n6_548_t0003.png 이미지

Table 4. Analysis of Correlations between the Dietary Lifestyles and the Brand Image of Restaurants with Nutritional Labeling

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Table 5. Analysis of the Effects of the Dietary Lifestyle and Area on the Brand Image of Restaurants with Nutritional Labeling

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Table 6. Analysis of the Effects of the Dietary Lifestyle and Gender on the Brand Image of Restaurants with Nutritional Labeling

SHGSCZ_2019_v20n6_548_t0006.png 이미지

Table 7. Analysis of the Effects of the Dietary Lifestyle and Age on the Brand Image of Restaurants with Nutritional Labeling

SHGSCZ_2019_v20n6_548_t0007.png 이미지

Table 8. Analysis of the Effects of the Dietary Lifestyle and Marital on the Brand Image of Restaurants with Nutritional Labeling

SHGSCZ_2019_v20n6_548_t0008.png 이미지

Table 9. Analysis of the Effects of the Dietary Lifestyle and Children on the Brand Image of Restaurants with Nutritional Labeling

SHGSCZ_2019_v20n6_548_t0009.png 이미지

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