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KMID : 0665420160310010064
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Korean Journal of Food Culture
2016 Volume.31 No. 1 p.64 ~ p.72
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Effects of Food Styling Visual Elements in Tteok Cafe Menus on Consumer Buying Habits
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Kim Su-In
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Abstract
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This study investigated the correlation between consumer’s buying habits and food styling visual elements. Differentiated
and original techniques were used to determine whether or not visual elements in tteok menus reflect the aesthetic needs
of consumers without altering the nutrition of tteok. The targeted tteok cafes were in Jeonju Hanok Village, which is a tourist
attraction in Korea. First, sub-factors of food styling visual elements applied to tteok cafe menus such as shape, size/volume, color, and texture all had significantly positive effects on customer satisfaction, proving that food styling visual effects applied to tteok cafe menus have significant effects on customer satisfaction. Second, sub-factors of food styling visual elements applied to tteok cafe menus all had significantly positive effects on buying habits. Third, customer satisfaction of menus had a significant effect on buying habits, as proven by previous studies. Fourth, the effects of customer satisfaction on the relationship between food styling visual factors applied to tteok cafe menus and buying habits were investigated.
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KEYWORD
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Tteok cafe, food styling, visual elements, consumer’s buying habits, customer satisfaction
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