Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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The Influence of Eating-out Information Search Methods on Satisfaction at Fast-food Restaurants According to College Student's Lifestyle

대학생들의 라이프스타일에 의한 외식정보탐색방법이 패스트푸드 전문점 이용 만족에 미치는 영향

  • Published : 2006.08.31
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Abstract

The purpose of this study was to research eating-out information search methods according to college student's lifestyle and their influences on overall satisfaction at fast-food restaurants in eastern province of Kangwondo. Lifestyle was divided into 7 factors and 6 clusters. According to the results, information search methods through Newspaper, magazine and word of mouth were used the most preferably by Cluster 3, 'Brand preference intention'. And TV advertising was used the most preferably by Cluster 4, 'Convenience intention', and the advertisement through internet was used the most preferably by Cluster 5, 'Health ${\cdot}$ effort intention'. However, Information searches through TV advertising and word of mouth had negative influence on the overall satisfaction. But method through internet had positive influences on the overall satisfaction. Eventually, it's proved that information search methods had significant differences according to student's lifestyle. And some information search methods influenced their overall satisfaction. Therefore, food-sonics corporations need to try reducing negative images of various advertisements and activating positive aspects of specialized promotion instruments.

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References

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