남녀 대학생 소비자의 외식가치와 외식행동 비교

Abstract

The purpose of this study was to investigate the consumption value and eating-out behavior of male and female undergraduate students. Consumption value and consumption behavior with regard to eating-out was examined utilizing by FGI method and sample survey. The major findings are as follows: First, consumption values of eating-out behavior were classified into seven different factors; pleasure, relaxation, respect, ostentation, newness, social relationship, and utility factors. There were significant differences in consumption values between male and female students. Female students tended to pursue pleasure and social relationship more than male students did. Second, eating-out consumption behavior of male and female students were significantly different, in general. First of all, female students used to go to the restaurants which were superior in taste, friendly service, and convenient atmosphere. Male students were likely to spend more money per person for eating-out than female students and they preferred Korean foods to western foods while female students preferred western foods as well as Korean foods. However, there was no significant difference in how often and when they did eating-out between male and females. For the expenditure of eating-out, male student who ate with girl friend spent the highest cost.