한국지역사회생활과학회지 (The Korean Journal of Community Living Science)

  • 제21권3호
  • /
  • Pages.379-393
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  • 2010
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  • 1229-8565(pISSN)
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  • 2287-5190(eISSN)
한국지역사회생활과학회 (The Korean Society of Community Living Science)
권호 표지

대학생의 문화적 가치와 개별특성이 외식에 대한 소비자태도와 소비행동에 미치는 영향 분석

The Effect of Cultural Values and Individual Characteristics on Consumer Attitude and Consumption Behavior of Food Away from Home for College Students

  • You, So-Ye (Division of business administration, Chonbuk National University)
  • 투고 : 2010.08.03
  • 심사 : 2010.09.17
  • 발행 : 2010.09.30
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초록

The purposes of this study were to estimate the effect of related factors such as cultural values and individual characteristics to consumer attitude, and furthermore to estimate the effect of consumer attitude and related factors such as price perception and individual characteristics to consumption behavior(expenditure) of food away from home. To do this, the data was collected from college students and a 2 step approach by using LIMDEP program was applied to estimate the structural equation model. The results of this study were as follows: 1) Consumer attitude toward food away from home was found to be significantly influenced by some cultural values such as health, sensibility, socially responsible consumption and religion, and individual characteristics such as sex and pocket money. If they perceived more positively about the value of health, sensibility and religion, they would be likely to have more positive attitude, while they perceived more negatively about the value of socially responsible consumption, they would be likely to have more negative attitude. In addition, if they were females and had much more pocket money, they would be more likely to have more positive attitude. 2) Expenditure of food away from home was found to be significantly influenced by age and pocket money, while consumer attitude did not have a significant impact on expenditure of food away from home at the second stage in the structural equation model. It might imply that consumption behavior of food away from home for college students would be more constrained by individual characteristics such as sex and economic capital.

키워드

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