Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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The Factors Affecting Dining-out Expenses by Generation X and Generation MZ Based on Tobit Model

토빗분석을 적용한 X세대, MZ세대의 외식지출 영향요인

  • Min, Ji Eun (Department of Foodservice and Culinary Management, Kyonggi University) ;
  • Han, Kyung Soo (Department of Foodservice and Culinary Management, Kyonggi University)
  • Received : 2021.06.03
  • Accepted : 2021.06.30
  • Published : 2021.06.30
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Abstract

The food service industry has grown larger with changes in the economic and socio-cultural environment. In this saturated food service industry, generation X and MZ are the main consumer forces that demand attention. That is because a generation is the main psychographic factor that reflects personal values and lifestyle based on one's life cycle. From such a perspective, a generation in marketing has been used as a variable to predict a market by supplementing demographic factors. Accordingly, this study classified generations into generation X and generation MZ with the use of the 2019 consumer behavior survey for food by Korea Rural Economic Institute (KREI) and then investigated the factors influencing group and personal dining-out expenses. The analysis was carried out applying the Tobit model using SPSS and R. The positively influential variables on generation X's personal dining-out expenditure were male, single person, high income and simple lifestyle, whereas housewives, personal ethical consciousness, behavioral ethical consciousness, and safe dietary life were negatively influential variables. The positively influential variables on generation MZ's personal dining-out expenditures were male, dual-income, high education level, corporate and governmental ethical consciousness, while the number of family members and safe dietary life were negatively influential variables.

Keywords

Acknowledgement

본 논문은 민지은의 박사학위 논문을 일부 수정 및 보완하였음.

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