라이프스타일에 따른 수산물 외식 소비행태에 관한 연구

Abstract

Consumption of seafood is decreasing, and dining market is getting more important as a seafood consumption market due to an increase in food consumption through eating out rather than eating in. Seafood dining market is changing fast. Recently, there are new seafood restaurant like Salmon, Lobster, King Crab, and so on. Such changes in the seafood dining market are closely related to consumers' lifestyles, and it is expected that consumers would choose seafood restaurants based on their lifestyle. The purpose of this paper is to analyze the lifestyle factors and consumer’s behavior on seafood dining market in terms of the lifestyle. A survey was conducted by self-administered questionnaires and 251 usable responses were collected from consumers in Busan area from Sep. 10th to Oct. 9th, 2017. As a result, There are differences between 20’s, 50’s and 60’s of seafood preference. 20’s prefer salmon, sushi, 50’s and 60’s prefer boiled fish and oyster. Seafood lifestyle is divided into 8 factors, namely “rationality, freshness, taste, health, ambiance, scarcity, familiarity pursuit”. The results indicate that there are differences in people who pursue certain lifestyle and those who are not. Rationality-oriented type has the largest proportion of 8 lifestyles. And health, taste, freshness and rationality oriented lifestyle are traditional lifestyle. These lifestyles have been important in supporting seafood dining market. Trend, ambiance, scarcity oriented type are new lifestyles. These lifestyles are satisfied by the changing seafood dining market. These findings have two meanings. This study investigates 8 factors of lifestyle and analyze consumer’s behavior in seafood dining market. And the data resulted from this study can be used as a base data for studies about seafood dining market and would be useful for marketing strategies to increase seafood consumption.