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Comparison of Influencing Factors on Korean Household’s Dining Out Frequency and HMR Purchase Frequency Using the Consumer Behavior Survey for Food 2019

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2020, 44(6), pp.55-78
  • DOI : 10.17086/JTS.2020.44.6.55.78
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism
  • Received : April 9, 2020
  • Accepted : July 5, 2020
  • Published : September 1, 2020

Sunhee Seo 1 Im Soo-Yeon 1

1이화여자대학교

Excellent Accredited

ABSTRACT

The purpose of this study is to analyze influential factors on Korean household’s dining out frequency and HMR purchase frequency. Also, this study compared the differences on dining out and HMR consumption behaviors between heavy diners and heavy HMR purchasers. This study used 3, 300 household data of 2019 Consumer Behavior Survey for Food which is conducted by Korea Rural Economic Institute. Multinomial logistic regression analysis was conducted to identify the influential factors on dining out frequency and HMR purchase frequency. The results found that dining out frequency and HMR purchase frequency increased as the respondents were younger, spent more dining out expenses per month, and had less number of meals eaten alone. Especially, the less number of family members eating together, the more frequent dining out. Heavy diners and heavy HMR purchasers were defined as households that dine out with their family more than 2~3 times a week and purchase HMR more than 2~3 times a week. When compared the differences on dining out and HMR consumption behaviors, both groups dined out to enjoy delicious food and chose the taste of food as the most important attribute. Compared to heavy diners, heavy HMR purchasers had more family members who dine together. Heavy diners showed higher expense for dining out than heavy HMR purchasers. This study suggests the competition between restaurant and HMR product will intensify and products with good value for money should be developed.

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