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컨조인트 분석을 이용한 혼밥 소비자의 외식업체 선택속성에 관한 연구 Studies of Restaurants to Identify the Selection Attributes, for Solo Diners using Conjoint Analysis

김현미, 이지현, 정라나
  • 언어KOR
  • URLhttps://db.koreascholar.com/Article/Detail/336508
韓國食生活文化學會誌 (한국식생활문화학회지)
제32권 제4호 (2017.08)
pp.287-294
한국식생활문화학회 (The Korean Society Of Food Culture)
초록

This study analyzed the comparative importance of the selection of a restaurant for solo diners, and suggests a solution for the ideal type of the restaurant that are appealing to solo diners using conjoint analysis techniques. A total of 280 questionnaires were distributed to consumers who had experience dining alone from June 7th, 2017 to June14th, 2017, and 261 were completed (93.21%). As a result, the importance of the attributes of the restaurant was found to be the menu for solo diners (36.92%), price (30.29%), seating for solo diners (20.87%), and serving time of food (11.91%). The ideal combination of selection attributes was found to be having a menu for a solo diner, having a seat for a solo diner, meal service time of less than 10 minutes, and a low price of 2,500won. These results will form a database that contributes to the development of differentiated products and is building marketing strategies that can satisfy the needs of solo diners.

키워드
Solo dinerdining alonerestaurantchoice attribute
저자
  • 김현미(경희대학교 호텔관광대학) | Hyunmi Kim (College of Hotel & Tourism Management, Kyung Hee University)
  • 이지현(경희대학교 호텔관광대학) | Jihyeon Lee (College of Hotel & Tourism Management, Kyung Hee University)
  • 정라나(경희대학교 호텔관광대학) | Lana Chung (College of Hotel & Tourism Management, Kyung Hee University) Corresponding author