외식 다양성추구 행동에 관한 연구

The purpose of the study is to identify the significant differences of variety seeking behavior of eating out. Two hundred forty-three questionnaires, with a 97.2% response rate from a convenient sample of 250 consumers in Daejeon City, South Korea. Three underlying dimensions of 15 items of variety seeking behavior of eating out were identified; curiosity, adventurous, consistency. Independent sampled t-test and ANOVA were conducted to examine the significant differences of variety seeking behavior of eating out by demographics and eating out behaviors. Additionally Chi-square tests were adopted to identify the associations between demographics and eating out behaviors. The results showed that the consistency factor was significantly different by age groups, and curiosity factor was significantly different by transportation,the average eating hours at a restaurant, and preferred menu. And the marketing implications for restaurant businesses were discussed as well as limitations were explained.