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KMID : 1011620200360040373
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Korean Journal of Food and Cookey Science
2020 Volume.36 No. 4 p.373 ~ p.381
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Effect of Eating out Information Searching Methods on the Selection Attributes at Fast-Food Restaurants-Focus on University students in Busan Area-
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Yoon Tae-Hwan
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Abstract
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Purpose: This study examined the effect of eating out information searching methods on the selection attributes of university students who visit fast-food restaurants in the Busan area.
Methods: This research adopted frequency analysis, factor analysis, reliability analysis, and multi regression analysis to analyze the data using the SPSS 19.0 program.
Results: Word of mouth had a positive(+) influence on all attributes. Internet mail and SNS advertisements had a positive influence on ‘food’ (p<0.001), ‘accessibility’ (p<0.001) and ‘atmosphere’ (p<0.05). Flyer and print outs influenced ‘food’ (p<0.001) and ‘accessibility’ (p<0.001). Television advertisements affected ‘food’ (p<0.001) and ‘atmosphere’ (p<0.005). Newspaper and magazine influenced ‘food’ (p<0.05) and ‘atmosphere’ (p<0.005).
Conclusion: The information searching methods had a significant influence on the selection attributes. In particular, word of mouth and advertisements through the internet and SNS were popular among university students’ information searching methods. As a result, food-service corporations need to ameliorate the weak effectiveness of advertisements and improve the efficiency of marketing tools regarding word of mouth through the internet and SNS, especially human resources.
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KEYWORD
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Information searching method, Selection attributes, Fast-food restaurant
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