실버소비자 유형분류에 따른 외식시장 세분화

• 영문명: Segmenting Silver Markets with Their Dining-Out Behavior: CHAID-based Decision Tree
• 발행기관: 한국관광학회
• 저자명: 박성희 오익근
• 간행물 정보: 『관광학연구』제36권 제4호, 187~209쪽, 전체 23쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2012.05.31

영문 초록

Continuing and rapid growth of the silver market consumers is a very important and an actionable market for restaurant managers and operators. This study explored how the interaction between silver consumers' characteristics and behaviors of restaurant consumption uses were associated with frequency of dining-out. A decision tree was developed using Exhaustive CHAID. A total of 529 useable data were collected from silver consumers who were 60 years or older, and based throughout six regions in South Korea. The results identified six important predictors and distinguished seven viable segments. Three of these seven segments could be considered actionable segments, thus providing more insights to restaurant managers and operators. Chi-square tests and one-way ANOVA tests were conducted to examine significant differences in existence amongst the segments. The identified target segments and their profiles will be essential in building effective communication and promotion strategies for various marketing purposes.

목차

I. 서론

II. 선행연구의 고찰

III. 연구방법

IV. 실증분석 결과

V. 결론 및 시사

참고문헌

키워드

실버소비자 시장세분화 체이드 의사결정트리 외식 Silver consumer Market segmentation CHAID decision-tree Dining-out