• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.8 no.3
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• pp.53-65
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• 2013

In Korea recently the consumption of coffee has been drastically increased and majority of people who are more than $20^{th}$ are drinking more than a cup of coffee every day. Nowadays coffee a kind of essential items in modern urban society. As the popularity of the coffee is increasing, As the coffee consumption is growing, the studies on coffee also have been increased. Many of the studies on coffee were focused on the consumer attitudes, coffee shops and franchise coffee shops, and coffee components or ingredients. As the products of the coffee are becoming diverse, the consumers of coffee also becoming diverse. There was a study showing that coffee has variety of types, and that motivations and attitudes for coffee consumption are different depend on demographic statistics such as age and life styles. On this study main focus was life style and consumer's motivation on coffee consumption. For this study the survey was conducted on the people living in Seoul City and Kyengkido from March 1, 2013 to March 31, 2013. 600 questionnaires were distributed and 480 were collected and 470 were used for analysis of this study. The statistics program used in this study was SPSS. The method used in the analysis wee factors analysis test, reliability test, validity test, t-testy, One-Way ANOVA, and regression analysis. In this study according to the factor analysis, the life styles were classified the following six categories ; wellbeing pursuit, taste pursuit, atmosphere pursuit, dine-out pursuit, instant pursuit, and economic value pursuit. The factors of coffee consumption motivation were 6; wellbeing consumption motivation, changing mood consumption motivation, social consumption motivation, habitual consumption motivation, and emotional consumption motivation. The demographic factors used in this study were age, marital status, occupation, educational background, residence, income, and eating-out expenses. The hypothesis used in this study were two. The first hypo-thesis was whether the coffee consumption was affected by the life styles. The second hypo-thesis was whether there was any statistical differences on the motivation of coffee consumption according to the characteristics of life style. The outcome of this study demonstrated that life styles had partial impact on coffee consumption motivations. According to the characteristics of the life style, except for the habitual consumption motivation, all the other factors showed statistical differences on coffee consumption motivations according the characteristics of life styles.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.7 no.4
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• pp.65-75
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• 2012

The purpose of this study was to examine the relationship between the food-related lifestyle of coffee consumer and their coffee satisfaction level in an attempt to lay the foundation for successful coffee marketing strategy setting. Self-reported questionnaires were completed by 300 adults who have visited coffee shop recently in the Seoul metropolitan area. The SPSS 18.0 program was used to analyze the samples. Data was analyzed by frequency, descriptive factor, reliability, ANOVA, and regression. A factor analysis extracted five factors comprising food related lifestyle, which we named health-seeking (factor 1), eating-out-seeking (factor 2), taste-seeking (factor 3), economy-seeking (factor 4) and convenience-seeking (factor 5). The results of the regression analysis suggested that health-seeking, eating-out-seeking, taste-seeking lifestyle had a statistically significantly positive influences on the degree of the satisfaction. health-seeking, eating-out-seeking, taste-seeking, convenience-seeking in food-related lifestyle had statistically significantly positive influences on purchase intention. These results provide an understanding for lifestyles of coffee consumers and give an insight into differentiated marketing plans for coffee industry.

• Journal of Families and Better Life
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• v.32 no.4
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• pp.91-104
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• 2014

This study aims to understand how consumers consume by presenting the concept of 'consumption style' and the meaning of consumption for modern consumers. As modern consumers cannot lead their daily lives without engaging in consumption, their daily lives are deeply related to consumption. However, we have not been largely interested in how we manage consumption. It is a fact that marketing-oriented studies are focused on consumers for the establishment of corporate activities and strategies until now. For the analysis of the research, SPSS for Windows and AMOS were used. In order to examine the general characteristics of the investigation object, the technical statistics of frequency, percentage, average and standard deviation were obtained. To develop the research item analysis, Cronbach's ${\alpha}$, exploratory factor analysis, confirmatory factor analysis and cluster analysis were conducted. Based on the meaning of consumption through the consideration of preceding studies, the consumption style was extracted with 4 economic, socio-cultural, psychological and ethical perspectives. Also, 4groups were classified according to the type of consumption style: professional consumers, practical consumers, indifferent consumers and emotional consumers.

• Culinary science and hospitality research
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• v.22 no.5
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• pp.13-24
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• 2016

This research was conducted over four weeks from February 1, 2016 until Februay 29. Results were as follows. First, the effects of dietary lifestyle on the purchase intention of consumers was significant and postive, while food flavors (B=0.019 (p<.001)) and convenience (B=0.055 (p<.001)) had a significant and negative effect. To determine the coefficient to measure the adequacy of the model was explained 64.9% of variation in 0.649 premise, the model with F=187.244 (p<.001) to verify the significance level. Second, the moderating effects of consumer culture on the proposed realtionship was examined in 3 stages. The Stage 1 model found a significant effect (0.649, F=18.244 (p<0.01)). The Stage 2 model increased predictive power with the addition of "consumer culture" and was also significant(65.1% and F=142.119 (p<0.01)). The Stage 3 model increased the explanatory power due to the addition of 'lifestyle and found a significant moderating effect of 'Eating consumer culture' (65.9%, so for F=84.469 (p<0.01)).

• Journal of Global Scholars of Marketing Science
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• v.15 no.2
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• pp.203-225
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• 2005

The purpose of this study is to supply basic marketing information and establish marketing strategy on local market by analyzing related using behavior of lifestyle type and buying behaviour of local residents. On this viewpoint, we focused on identifying the lifestyle, shopping behaviour, and media usage pattern. For this research, we surveyed consumers living in Jecheon city and analyzed questionnaires by multivariate statistical analysis. Through empirical analysis, we derived overall lifestyle profiles including demographic traits, media usage, leisure pattern in each lifestyle types and marketing implications.

• Journal of Global Scholars of Marketing Science
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• v.4
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• pp.1-24
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• 1999

소비시장은 소비자들의 변화에 따라 함께 변천한다. 다가오는 21세기에는 소득수준의 향상과 다원화사회가 이룩되면서 소비자들의 라이프스타일과 소비행태도 새롭게 형성될 전망이다. 이는 21세기 소비자행태와 소비시장변화를 소득수준의 향상과 이에 따른 가치관의 변화, 자유시간의 증대, 신소비계층의 출현 등의 변수를 통해 예측된다. 최근, 사회 경제적으로 이루어지는 급격한 변화 등으로 소비자들의 라이프스타일이 다양화되면서 소비자들의 관광지 선택행동에서 변화를 가져오고 있다. 과거 저가격위주의 관광을 하던 관광자들이 점차 그들의 생활의 질을 추구하기 위해서 좀 더 많은 비용을 지불하고서도 보다 매력적인 관광지를 방문하는 것이 이러한 변화의 한 예라 할 수 있겠다. 관광자가 관광지를 선택하는 과정은 기본적으로 소비자의 점포선택이나 제품에 대한 선택과정과도 동일하다고 볼 수 있다. 왜냐하면 점포선택에 있어서 기본적으로 제기되는 소비자의 라이프스타일 유형이나 관광지선택에 따른 관광자 라이프스타일 유형의 선택속성은 그 구성면에서 유사하기 때문이다. 관광자 행동특성에 따른 라이프스타일 유형연구는, 다양화되어 가는 생활양식에 기인하여 관광지 선택행동의 연구에 기여할 수 있을 것이다.

• Journal of Families and Better Life
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• v.27 no.2
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• pp.11-28
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• 2009

This study is intended to make a tool which can identify how consumers consume by presenting a concept of "consumption style" and by developing the scale to measure it. In order to study the scope and meaning of consumption for modern consumers, "the meaning of consumption" was theoretically considered. Based on it, the concept and perspective of 'consumption style'was formed and then the scale for measuring it was developed. To develop the scale, the scale was formed by extracting questions through a literature survey, and verifying validity through experts' opinion. Then, the final scale was developed by conducting a questionnaire survey for consumers. A preliminary 150- item scale was developed through a literature review. 1000 consumers responded to an online survey using the preliminary scale. This research was made with the intention of not only supplying the academic data on the consumer's "consumption style" but also understanding the consumer's basic behavior patterns. Then A series of tests, such as test-retest, item-to-total correlation, Cronbach's reliability coefficient and factor analysis, were conducted using the survey data. The final scale with 68-items was constructed in the end. The "consumption style" Scale for Consumers consisted of 4 factors.

• Proceedings of the KHMA Conference
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• 2008.11a
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• pp.286-286
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• 2008

• Proceedings of the KHMA Conference
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• 2008.11a
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• pp.288-288
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• 2008

• Culinary science and hospitality research
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• v.17 no.4
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• pp.13-24
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• 2011

The purpose of this study is to analyze dining out consumption behavior of working women based on their lifestyle. To do this, demonstrative research was conducted on studying how the behavior of working women differs according to their lifestyle. The questionnaires developed for this study were distributed to 350 working women living in Daejeon City. A total of 310 copies of the questionnaire were used for analysis, and the statistical analysis was completed using SPSS(ver 12.0) for descriptive analysis, factor analysis and cluster analysis. A total of 4 factors were generated by factor analysis: Financial technology style, pursuit of dining out style, pursuit of popularity style, pursuit of brand style. The result of analyzing the difference between the consumer behavior by lifestyle of working women showed there were significant differences in 5 factors except time required for meal. To sum up, lifestyle of working women plays an important role in dining out consumption behavior. Therefore, marketing strategies about demographic characteristics and dining out consumption of working women are urgently needed.