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패스트푸드 레스토랑 고객의 정보탐색방법이 선택속성에 미치는 영향-부산지역 대학생을 대상으로-

Effect of Eating out Information Searching Methods on the Selection Attributes at Fast-Food Restaurants-Focus on University students in Busan Area-

한국식품조리과학회지 2020년 36권 4호 p.373 ~ 381
윤태환,
소속 상세정보
윤태환 ( Yoon Tae-Hwan ) - Kyungnam College of Information and Technology Department of Hotel Culinary

Abstract


Purpose: This study examined the effect of eating out information searching methods on the selection attributes of university students who visit fast-food restaurants in the Busan area.

Methods: This research adopted frequency analysis, factor analysis, reliability analysis, and multi regression analysis to analyze the data using the SPSS 19.0 program.

Results: Word of mouth had a positive(+) influence on all attributes. Internet mail and SNS advertisements had a positive influence on ‘food’ (p<0.001), ‘accessibility’ (p<0.001) and ‘atmosphere’ (p<0.05). Flyer and print outs influenced ‘food’ (p<0.001) and ‘accessibility’ (p<0.001). Television advertisements affected ‘food’ (p<0.001) and ‘atmosphere’ (p<0.005). Newspaper and magazine influenced ‘food’ (p<0.05) and ‘atmosphere’ (p<0.005).

Conclusion: The information searching methods had a significant influence on the selection attributes. In particular, word of mouth and advertisements through the internet and SNS were popular among university students’ information searching methods. As a result, food-service corporations need to ameliorate the weak effectiveness of advertisements and improve the efficiency of marketing tools regarding word of mouth through the internet and SNS, especially human resources.

키워드

Information searching method; Selection attributes; Fast-food restaurant

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