식생활 라이프스타일이 약선음식 선택속성과 행동의도에 미치는 영향에 관한 연구

This study is designed to ascertain the effects of the selection and behavioral intention of herbal foods on the eating lifestyle. The participants in this study are peopleliving in Gangneung, who have ever eaten herbal foods . A total of 400 questionnaires were distributed during the period of April, 1, 2016 to April, 8, 2016 and 370 questionnaires were used for the data analysis. Findings from the results of this study are as follows: First, five types of eating lifestyle including health, taste, western food, safety, and mood were classified. Second, three attributes of herbal food including health-care, functional food, and visual food were identified. Third, the results show the significant relationships between health-care of selection and three eating lifestyle types including health(β=.137), safety(β=.290), and taste(β=.133). Forth, the results show the significant relationships between functional food of selection and three eating lifestyle types including health(β=.305), taste(β=.195), and western food(β=.202). Fifth, the results show the significant relationships between visual food of selection and four eating lifestyle types including health(β=.308), safety(β=.147), taste(β=.248), and western food(β=.185). Thus, it is important that herbal food restaurants start a new promotion or marketing strategy with a goal to attract consumers and thereby succeed in their business.