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서지정보

ㆍ발행기관 : 한국식생활문화학회 ㆍ수록지정보 : 韓國食生活文化學會誌 / 32권 / 2호
ㆍ저자명 : 이은정, 이경란, 김주연

영어 초록

This study aimed to analyze beverage usage motives according to selection attributes of beverage shops. Questionnaires were completed by 509 persons living in the Seoul, Gyeonggido area. The results show significant differences by gender, age, and monthly income. Female customers stayed longer and spent more money than males. Younger customers (20s, 30s) stayed longer and visited beverage shops to meet friends. Those with higher incomes stayed shorter and visited beverage shop with company staff. In the factor analysis of selection attributes of beverage shops, there were four factors: physical environment, economic benefit, specialized service, and approach convenience. Two clusters, derived from selected attributes of beverage shops, were highly involved group and low involved group. The highly involved group was high income and highly educated, whereas the low involved group was low income and low educated. The highly involved group drank beverages in the office and school while the low involved group drank beverages at home. The highly involved group cited safety, comfort, pleasure, and happiness more than the low involved group at beverage shops. Beverage shops should develop health beverages such as caffeine or sugar-controlled beverage for the highly involved group. Discounts for take-out beverages and promotional coupons should be used for the low involved group.

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