라이프스타일에 따른 이탈리안 레스토랑 이용객의 세분시장 특성 분석

This study aims to present the characteristics of segmented markets based on the lifestyles of Italian restaurant customers and to analyze the differences in post-purchase behaviors across each segmented market. Through this analysis, the study seeks to provide academic and practical implications for Italian restaurant customers. A survey was conducted using an online research agency, targeting 300 adults over the age of 20 who have dined at Italian restaurants in South Korea. As a result, the lifestyles of Italian restaurant customers were categorized into four factors: "Health Pursuit," "Flavor Pursuit," "Economic Pursuit," and "Culinary Preference Pursuit." By employing cluster analysis for market segmentation, three distinct groups were identified: "Economical Dietary Life Group," 'Passive Dietary Life Group," and "Active Dietary Life Group." Significant differences were observed in satisfaction, intention to revisit, and intention to recommend based on the lifestyle-oriented market segments. This research underscores the academic utility of lifestyle as a variable for market segmentation and analyzes the differences in post-purchase behavior (satisfaction, re-visit intention, recommendation intention) across the segmented markets according to life style, thereby offering practical insights as well.