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社交媒体使用对年轻一代餐饮行为细分的影响:韩国的案例研究
Jin A Jang1, Ji-Myung Kim2, Hyosun Jung3
1Department of Wellness Food Therapy, Ansan University, 155, Ansandaehak-ro, Sangnok-gu, Ansan-si 15328, Gyeonggi-do, Republic of Korea.
Foods (Basel, Switzerland)
|January 8, 2025
概括
韩国Z世代年轻人对推信息 (SURU) 的更高利用率与外出饮食频率的增加以及对新鲜食物的更大渴望有关. 这表明SURU对于理解食物选择和市场细分的关键.
科学领域:
- 消费者行为 消费者行为
- 食品科学 食品科学 食品科学
- 营销 营销 营销 营销 营销 营销
背景情况:
- 社交网络服务 (SNS) 的使用影响食物选择.
- 了解信息利用对于Z世代的食品营销至关重要.
研究的目的:
- 检查推信息利用 (SURU) 和外出饮食行为之间的关系.
- 调查SURU与韩国Z一代在食物选择中寻求多样性的倾向 (VARSEEK) 之间的联系.
- 确定对食品和餐饮市场细分的影响.
主要方法:
- 将参与者分为高,中,低SURU分数组.
- 在SURU群体中比较外出饮食行为和VARSEEK.
- 分析了SURU,外出吃饭的频率,成本和自我认知的美食地位之间的关联.
主要成果:
- 较高的SURU分数与更频繁的外出和外出饮食,更高的人均外出饮食成本以及更强烈的美食自我认知相关.
- 高级和中级SURU组的VARSEEK分数明显高于低级SURU组.
- 增加的SURU水平与食物新爱好,对独特美食的偏好,以及愿意尝试新食谱的意愿有关.
结论:
- 苏鲁是韩国Z世代外出饮食行为和食物选择中寻求多样性的重要预测因素.
- 高SURU消费者表现出食物新爱的倾向,推动多样化的食物探索和频繁的外出用餐.
- 对于食品和餐饮市场的细分,SURU作为一个有价值的指标,特别是在引入新型食品时.
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