An Analysis of Coffee Shop Selection Attributes by Food Lifestyle Types among Korean Office Workers (식생활 라이프스타일에 따른 커피전문점 선택행동 분석)

Kim Hyeon Cheol (김현철); JIEUN LEE (이지은); 원영은

An Analysis of Coffee Shop Selection Attributes by Food Lifestyle Types among Korean Office Workers

Journal of Tourism Sciences
Abbr : JTS
2010, 34(7), pp.187-205
Publisher : The Tourism Sciences Society Of Korea
Research Area : Social Science > Tourism

Kim Hyeon Cheol ¹, JIEUN LEE ¹, 원영은 ¹

¹중앙대학교

Accredited

ABSTRACT

This study was to classify Korean office workers' based on their food consuming lifestyles, and to investigate relationship between the lifestyle and coffee shop selection attributes. Data were collected from 406 office workers in Gangnam and Gangbuk area of Seoul and those who visited coffee shops more than one time on August 2009. Results of a factor analysis extracted four factors of food lifestyle: health-seeking factor, taste-seeking factor, convenience-seeking factor, popularity-seeking factor. Based on a cluster analysis, which was based on the four factors, the workers were classified into six groups: positive eating habits group, taste & popularity-seeking group, taste & convenience-seeking group, high interest of eating habits group, passive eating habits group, taste indifference group. Results also indicated that the selection attributes of each group were significantly different each other in terms of quality of coffee, menu, physical environment, customer benefits, brand value except convenience.

KEYWORDS

Lifestyle, Food-related lifestyle, Cluster analysis, Selection attributes

Citation status

* References for papers published after 2023 are currently being built.

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