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The Effect of Cultural Values and Individual Characteristics on Consumer Attitude and Consumption Behavior of Food Away from Home for College Students
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대학생의 문화적 가치와 개별특성이 외식에 대한 소비자태도와 소비행동에 미치는 영향 분석

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Type
Academic journal
Author
You So Ye (전북대학교)
Journal
The Korean Society of Community Living Science The Korean Journal of Community Living Science Vol.21 No.3 KCI Accredited Journals
Published
2010.9
Pages
379 - 393 (15page)

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The Effect of Cultural Values and Individual Characteristics on Consumer Attitude and Consumption Behavior of Food Away from Home for College Students
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The purposes of this study were to estimate the effect of related factors such as cultural values and individual characteristics to consumer attitude, and furthermore to estimate the effect of consumer attitude and related factors such as price perception and individual characteristics to consumption behavior(expenditure) of food away from home. To do this, the data was collected from college students and a 2 step approach by using LIMDEP program was applied to estimate the structural equation model. The results of this study were as follows: 1) Consumer attitude toward food away from home was found to be significantly influenced by some cultural values such as health, sensibility, socially responsible consumption and religion, and individual characteristics such as sex and pocket money. If they perceived more positively about the value of health, sensibility and religion, they would be likely to have more positive attitude, while they perceived more negatively about the value of socially responsible consumption, they would be likely to have more negative attitude. In addition, if they were females and had much more pocket money, they would be more likely to have more positive attitude. 2) Expenditure of food away from home was found to be significantly influenced by age and pocket money, while consumer attitude did not have a significant impact on expenditure of food away from home at the second stage in the structural equation model. It might imply that consumption behavior of food away from home for college students would be more constrained by individual characteristics such as sex and economic capital.
#college students as consumers #consumption of food away from home #cultural values #consumer attitude #consumption behavior

Contents

ABSTRACT
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구방법
Ⅳ. 분석결과
Ⅴ. 요약 및 결론
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References (55)

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2. [학술지(정기간행물)] - 김경희 / 2003 / 광주지역 대학생의 식습관 , 영양지식 및편의식품 섭취 실태에 관한 연구 / 대한지역사회영양학회지 8 (2) : 181 ~ 191 google schola 3. [학술지(정기간행물)] - 김병희 / 2002 / 한국과 중국대학생의 소비가치비교연구 / 광고학연구 13 (5) : 97 ~ 116 google schola 4. [학술지(정기간행물)] - 김성용 / 2008 / 도시가구의 식품비 지출에 대한 연령-세대-연도 효과분석 / 농업경제연구 49 (2) : 49 ~ 71 dbpia 5. [단행본] - 김영신 / 2000 / 소비자의사결정 / 교문사 : 45 ~ 64 google schola 7. [단행본] - 도모노 노리오 / 2007 / 행동경제학-경제를 움직이는 인간 심리의 모든 것 / 지형 : 25 ~ 46 google schola

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