ScholarWorks@숙명여자대학교

초록

Purpose: This study aimed to examine the effects of consumer-sensitivity-oriented dietary attitudes on dining-out and food consumption behaviors—specifically trend-oriented, health-oriented, and price-sensitive behaviors—and to empirically analyze the moderating effects of health consciousness and food involvement in this process. Methods: A survey was conducted targeting adults aged 19 years and older residing in Seoul and the metropolitan area. Following a preliminary survey to ensure the appropriateness of the questionnaire items, the main survey yielded 279 valid responses, which were analyzed using multiple regression and hierarchical regression analyses. Results: For trend-oriented consumption behavior, dining-out information-seeking attitude, health and safety-oriented attitude, and food trend-sensitivity attitude had significant positive effects, with dining-out information-seeking attitude showing the strongest influence. Regarding health-oriented consumption behavior, both health and safety valuing attitude and food information valuing attitude had positive effects, with the former having the greatest impact. In price-sensitive consumption behavior, health and safety valuing attitude and food trend sensitivity attitude were both significant, with the effect of health and safety valuing attitude being relatively stronger. Health consciousness significantly moderated the positive effects of dietary attitudes across all consumption behavior types, while food involvement exhibited a moderating effect only in trend-oriented consumption behavior. Conclusion: The influence of sensitivity-driven dietary attitudes on dining-out and food consumption behaviors varied by behavior type, with health and safety valuing attitude emerging as a key driver across behaviors. Health consciousness consistently strengthened these relationships, whereas food involvement played a moderating role exclusively in trend-oriented consumption behavior. These findings highlight the need for differentiated strategies that account for consumer characteristics and support the effectiveness of tailored information provision and marketing strategies that consider both health consciousness and food involvement in promoting dining-out and food consumption.

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