The food service industry has grown larger with changes in the economic and socio-cultural environment. In this saturated food service industry, generation X and MZ are the main consumer forces that demand attention. That is because a generation is the main psychographic factor that reflects personal values and lifestyle based on one’s life cycle. From such a perspective, a generation in marketing has been used as a variable to predict a market by supplementing demographic factors. Accordingly, this study classified generations into generation X and generation MZ with the use of the 2019 consumer behavior survey for food by Korea Rural Economic Institute (KREI) and then investigated the factors influencing group and personal dining-out expenses. The analysis was carried out applying the Tobit model using SPSS and R. The positively influential variables on generation X's personal dining-out expenditure were male, single person, high income and simple lifestyle, whereas housewives, personal ethical consciousness, behavioral ethical consciousness, and safe dietary life were negatively influential variables. The positively influential variables on generation MZ's personal dining-out expenditures were male, dual-income, high education level, corporate and governmental ethical consciousness, while the number of family members and safe dietary life were negatively influential variables.

The purpose of this study is to identify the impact of the performance-linked marketing of food companies on the satisfaction and willingness of the companies that purchase products. To achieve the purpose of this study, a survey was conducted on consumers who were using domestic coffee franchises. A total of 300 questionnaires were distributed, and only 291 were finally used for analysis, except for eight ones that were not sincere or valid. Performance-linked marketing consisted of promotional factors, support factors, production factors, and mouth-to-mouth factors, and the purchasing company’s satisfaction and willingness to purchase products consisted of a single factor. A linear regression analysis was performed using SPSS version 20.0 to verify the hypothesis. The research results show that (1) marketing linked to the performance by coffee shops has a significant impact on consumers’ willingness to purchase. (2) The marketing performance for coffee shops has a significant positive impact on the satisfaction of the purchasing company. (3) The consumer’s intention to purchase has a significant positive effect on the purchaser’s satisfaction. These findings confirm the importance of concert-linked marketing in the differentiated marketing by restaurant businesses.

This study conducted qualitative research through in-depth interviews on the diffusion process of Korean food in accordance with the length of residence of Chinese students in Korea. As the analysis method, the qualitative analysis method such as NVivo12.0 was used, and the analysis was performed through word frequency, word cloud, and coding matrix. The images of taste of Korean food were revealed as ‘Spicy’, ‘Sweet’, and ‘Light taste’ by both short-term Chinese residents and long-term Chinese residents. The long-term Chinese residents showed their dissatisfaction with the institutional food, and they also pointed out the importance of the matter of cooking for quick adaptation to life in Korea. The long-term Chinese residents also thought of Korean food as ‘High-fiber food’, and this was influenced by the ‘Less-oil’ cooking method of Korean food, which is different from the cooking method of Chinese food. The length of residence was used as a main variable of this study, and it was one of the factors having positive effects on the diffusion of Korean food and acculturation. It would be difficult to generalize the results because this study used the convenience sampling method and snowball sampling.