Analysis of Customer’s F&B Lifestyle by Segmentation of O2O Platform According to Emotional State - Implications for Aviation and Tourism Industries -
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Recently, we confirmed the customer food and beverage lifestyle orientation of food and beverage O2O platform service companies, and as the external environment changed for a long time, the emotional change state was applied to the aviation tourism industry by applying implications that can be applied to companies focusing on food and beverage tendencies and service use behavior. We would like to suggest implications that can contribute to industrial development. To this end, we measure the representative ‘boring’ among the emotional state changes that vary according to the degree of behavior according to the consumer’s voluntary self-quarantine tendency and the COVID-19 situation in the external environment. In addition, as six representative factors of consumer’s dietary lifestyle orientation, a total of 296 copies were divided into four clusters through factor, cluster, and discriminant analysis through a mobile survey centered on college students, a consumer class that should be noted recently. Cluster 1 is a <Health and Safety Concentrated> group with relatively high health and safety orientation and low rest orientation. Cluster 2, <Accepting anything for the sake of taste> has the highest taste orientation and very low social or health safety orientation. As a group, Cluster 3 has high convenience and social orientation, and low trend food exploration orientation. <Together but Easily> Group, Cluster 4 has very high sociality, fashion, and food exploration orientation, and relatively health, safety orientation and Convenience orientation was named the low <Exchanging Trendy Challenge> group. These clusters showed no significant difference in the tendency to self-quarantine, but the expression of the emotional state of boredom was different. It is judged that service companies in the aviation tourism industry will be able to get help in managing customer relationships by planning and applying targeted services that can meet their needs for each market segment where college students’ tendencies affect their emotional state.
Abstract
Recently, we confirmed the customer food and beverage lifestyle orientation of food and beverage O2O platform service companies, and as the external environment changed for a long time, the emotional change state was applied to the aviation tourism industry by applying implications that can be applied to companies focusing on food and beverage tendencies and service use behavior. We would like to suggest implications that can contribute to industrial development. To this end, we measure the representative ‘boring’ among the emotional state changes that vary according to the degree of behavior according to the consumer’s voluntary self-quarantine tendency and the COVID-19 situation in the external environment. In addition, as six representative factors of consumer’s dietary lifestyle orientation, a total of 296 copies were divided into four clusters through factor, cluster, and discriminant analysis through a mobile survey centered on college students, a consumer class that should be noted recently. Cluster 1 is a <Health and Safety Concentrated> group with relatively high health and safety orientation and low rest orientation. Cluster 2, <Accepting anything for the sake of taste> has the highest taste orientation and very low social or health safety orientation. As a group, Cluster 3 has high convenience and social orientation, and low trend food exploration orientation. <Together but Easily> Group, Cluster 4 has very high sociality, fashion, and food exploration orientation, and relatively health, safety orientation and Convenience orientation was named the low <Exchanging Trendy Challenge> group. These clusters showed no significant difference in the tendency to self-quarantine, but the expression of the emotional state of boredom was different. It is judged that service companies in the aviation tourism industry will be able to get help in managing customer relationships by planning and applying targeted services that can meet their needs for each market segment where college students’ tendencies affect their emotional state.
참고문헌 (39)
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