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A Study on Franchise Korean Restaurant of User Behavior and Selective Attribution according to Lifestyles

Yoo,Young-Jin 1

1대구가톨릭대학교

Accredited

ABSTRACT

The purpose of this study is to identify differences of Korean restaurant customer’s demographic characteristics, user behavior and selective attribution by lifestyle type. The summary of this study is as follows: First, Hypothesis1 analysis of this research showed that there was a significant difference in demographic characteristics by lifestyle type. There was a significant difference in gender(p=.045<.05), marital status(p=.009<.01), education(p=.000<.001) and income(p=.037<.05). Second, Hypothesis2 analysis of this research showed that there was a significant difference in Korean food use behavior by lifestyle type. There was a significant difference in purpose of dining out(p=.014<.05), monthly averages number of dining out (p=.045<.05), average expenses per 1 person(p=.003<.01) and source of information(p=.037<.05). Third, Hypothesis3 analysis of this research showed that there was a significant difference in selective attribution by lifestyle type. There was a significant difference in taste and quality of food(p=.000<.001), cleanness(p=.000<.001) and accessibility(p=.018<.05).

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