The Effects of Food-related Lifestyle on Delivery Food Selection Attributes and Satisfaction

• Published in: The Convergence Tourism Contents Society Vol. 8; no. 3; pp. 5 - 20
• Main Author: Lee, Jung-Won
• Format: Journal Article
• Language: English
• Published: 31.12.2022
• ISSN: 2508-5646; 2508-5654
• DOI: 10.22556/jctc.2022.8.3.5

Purpose This study aims to analyze the effect of food-related lifestyle on delivery food selection attributes and satisfaction among people in their 20s who frequently use delivery apps. Methods A survey was conducted targeting people in their 20s who had experience using food delivery services. The survey period was approximately one month and took place in June 2022. An additional one-week survey was conducted in November 2022, and the convenience sampling method was used in both surveys. Analysis was conducted with a total of 330 valid samples. Results Food-related lifestyle factors were first defined and presented as four types: healthseeking type, convenience-seeking type, atmosphere-seeking type, and taste-seeking type. The food-related lifestyle factors were found to have a significant effect on delivery food selection attributes, and the health-seeking and atmosphere-seeking types of food-related lifestyle factors were found to have significant effects on the quality of the food delivered. Additionally, convenience-seeking, and taste-seeking types of food-related lifestyle factors were found to have significant effects on delivery food service, and the health-seeking and taste-seeking types were found to have significant effects on additional delivery food services. Furthermore, food-related lifestyle factors were found to have a significant effect on satisfaction. Finally, delivery food selection attributes were found to have significant effects on customer satisfaction. Conclusion By identifying important factors in choosing delivery food according to food-related lifestyles, these findings can be used as data for strategies to attract new customers as well as retain existing customers. Additionally, the implications of food-related lifestyle, delivery food selection attributes, and limitations of the study are included at the end of the study.