Journal of the East Asian Society of Dietary Life (동아시아식생활학회지)

The East Asian Society of Dietary Life (동아시아식생활학회)
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The Affects of Convenience and Atmosphere Attributes on New Seniors' Restaurant Selection

편의성 및 환경 특성이 뉴시니어의 음식점 선택에 미치는 영향

  • Kim, Bo-Min (Hotel & Restaurant Management, Graduate School, Sookmyung Women's University) ;
  • Kim, Hyung-Min (Hotel & Restaurant Management, Graduate School, Sookmyung Women's University) ;
  • Kim, Young-Hee (Hotel & Restaurant Management, Graduate School, Sookmyung Women's University) ;
  • Yoon, Ji-Young (Culture & Tourism Division, Sookmyung Women's University)
  • 김보민 (숙명여자대학교 일반대학원 외식경영학과) ;
  • 김형민 (숙명여자대학교 일반대학원 외식경영학과) ;
  • 김영희 (숙명여자대학교 일반대학원 외식경영학과) ;
  • 윤지영 (숙명여자대학교 문화관광학부)
  • Received : 2013.10.10
  • Accepted : 2014.02.16
  • Published : 2014.02.28
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Abstract

The purpose of this research was to study the affects of atmosphere and convenience attributes on restaurant selection of customers aged between 50 to 60, referred to as new seniors. A survey was conducted with questions including convenience and atmosphere attributes (5 factors, 24 questions), respondents' dining-out behavior (6 questions), and general characteristics. For the analysis, SPSS 20.0 was used for the frequency analysis, factor analysis and ANOVA. The findings of this research are as follows : First, new seniors considered cleanliness (4.23) as the most important factor when choosing a restaurant. Convenient facility (3.89), ease of use (3.68), atmosphere (3.33) and children amenities (3.18) followed. Second, the importance of factors were compared according to the general characteristics. Based on gender, cleanliness and convenient facility showed a significant difference (p<0.05). Depending on whether they help raise their grandchildren and household type, the difference of ease of use and children amenities showed significance (p<0.05). Third, the importance of factors were compared based on their dining-out behavior. According to the average visits made to restaurants and the average payment per person, the difference of cleanliness and ease of use factors showed a significant difference (p<0.05). In addition, there were significant differences (p<0.05) on convenient facility and atmosphere factor depending on the average payment per person. The results of this research hopes to provide useful information to marketers targeting new seniors.

Keywords

References

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