1인 가구 대학생의 식생활 라이프스타일이 외식 소비행태와 가정간편식(HMR) 구매행동에 미치는 효과

The purpose of this study is to study the key purchasing factors of HMR according to lifestyle types by analyzing the dietary lifestyle, eating out consumption patterns, and home convenience food purchase behavior of college students in single households, understanding consumer behavior through this, and identifying the differences in the status of home convenience food use according to the dietary lifestyle type. To this end, literature research and empirical analysis were conducted in this study. A theoretical study was conducted using books, academic papers, dissertations, statistical data, and online data for literature research, while an empirical analysis was conducted on college students in single households. To this end, after classifying the dietary lifestyle into five types (health seeking, taste seeking, safety seeking, convenience seeking), the effects of these five factors on eating out consumption behavior and purchasing behavior were analyzed. First, as a result of examining the effect of dietary lifestyle on eating out consumption behavior, it was found that the pursuit of taste and convenience, which are sub-factors of dietary lifestyle, had a significant effect on eating out consumption behavior. Second, as a result of examining the effect of dietary lifestyle on home-style alternative purchasing behavior, it was found that the pursuit of taste, convenience, safety, and economic pursuit, which are sub-factors of dietary lifestyle, had a significant effect on home-style purchasing behavior, and the pursuit of health did not have a significant effect on home-style purchasing behavior. This study has practical implications in that it has identified the effects of college students in single-person households on dietary lifestyle, eating out consumption behavior, and home snack purchasing behavior, and is also meaningful in that it has classified five types of dietary lifestyle.