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KMID : 1011620060220020213
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Korean Journal of Food and Cookey Science
2006 Volume.22 No. 2 p.213 ~ p.221
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The Information Search Method According to Eating-out Motivation of College Students in Eastern Area of Kangwon Province
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Yoon Tae-Hwan
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Abstract
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Although motivation and information search have both been studied continuously and separately as important marketing strategies, the relation between cause and effect has received little research attention. Therefore the objective of this study was to research the causal relationships between motivation and information search method. Frequency analysis and reliability analysis, factor analysis, and SEM(Structure Equation Model) were adopted to analyze the data. Motivation was divided into 5 factors which significantly influenced information search method. Factor 1, "Reception and congratulation", influenced information search positively through "newspaper, magazine", and “word of mouth" but negatively through "TV-advertising" and "Flyer, Press copy". Factor 2, "Change of dietary life", influenced positively "TV-advertising". Factor 3, "Economic saving", influenced positively "newspaper, magazine", and "the e-mail's advertising". Factor 4, "Preference motivation"，influenced negatively "word of mouth". Factor 5，"Advertisement and companion's need", influenced positively "newspaper, magazine", and "the e-mail's advertising" but negatively "TV-advertising". As a result, customers appeared to choose various information search methods according to their eating-out motivation. "The e-mail's advertising", and "word of mouth" are popular among customers' information search methods. Therefore, food-service corporations need to try eliminating negative images of various advertisements and activate positive word of mouth marketing, promotion through Internet.
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KEYWORD
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eating-out motivation, information search method, causal relationships
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