The purpose of this study is to analyze between food-related lifestyle, menu’s selection attributes and behavior intention. Among the non-probability sampling method, this study used convenient sampling method and distributed Google online survey questionnaires. The questionnaires were collected until August 8, 2018 and this study used 307 questionnaires on the statistics after excluding the questionnaire that cannot be used on the statistics. In this study, the sub-factors composing the food-related lifestyle were composed of health orientation, safety orientation, and convenience orientation. Also, menu's selection attributes was composed of nutrition, cooking method, and materials while behavior intention was set as the single factor. The study result showed that the health orientation had positive (+) influence on nutrition, cooking method. Also, in this study, the safety orientation had positive (+) influence on cooking method and material. On the other hand, convenience orientation had negative (-) influence on the cooking method. In this study, the menu's selection attributes’s sub-factors including nutrition, cooking method, and material had positive (+) influence on the behavior intention. Such result contributes on establishing marketing strategy for food service businesses and suggests implications on generalization of behavioral theory.
목차
ABSTRACT Ⅰ. 서론 Ⅱ. 이론적 배경 1. 식생활 라이프스타일과 메뉴 선택속성 2. 메뉴 선택속성과 행동의도 Ⅲ. 연구설계 1. 연구모형 2. 조작적 정의 및 설문지 구성 3. 조사방법과 조사기간 Ⅳ. 성과분석 1. 조사대상자의 인구통계학적 특성 2. 신뢰도와 타당성 분석 3. 가설의 검증 Ⅴ. 결론 참고문헌
관광경영학을 실용학문의 체계로 확립하고 실천학문으로 정착시키기 위하여, 관광경영학문을 현실적응에 필요한 연구를 통해 국가관광정책의 방향을 제시하고, 관광사업자들에게는 실질적으로 도움이 되는 경영전략을 제공하며, 연구를 통하여 회원간의 친목도모와 정보교환을 함으로써 상호발전을 목적으로 한다.