ScholarWorks@숙명여자대학교

초록

Single-person households have emerged as a new class of consumers. The current study examines the behaviors of single- person household residents and their use of dessert cafes. The study aims to provide dessert cafes with marketing strategies to develop relevant services. An online survey was conducted in April 2020, targeting 216 single-person households in the Seoul metropolitan area. Using cluster analysis, food-related lifestyles were classified into three groups: convenience-seeking, health-seeking, and gourmet-seeking. Factors that affected the choice of dessert cafes were examined, and the cleanliness and sanitary conditions of the shop (4.44 points) appeared as the most important external factors. The reputation of recommenders (3.44 points) proved to be more influential than online reviews (3.38 points) for selecting a dessert cafe. Subjects in the health-seeking group valued healthy menus and considered the calorie and nutrition information (3.54 points), while the gourmet-seeking group was more concerned with the taste of the dessert (4.63 points) and the visual appearance of the menu (3.65 points). Women in the gourmet-seeking group showed a strong preference for cakes on the menu. Furthermore, both the gourmet-seeking group and women placed more importance on the quality than prices of the dessert, as well as the cleanliness and sanitary conditions of the shop. Results of this study identified that the lifestyle of subjects significantly affects the selection of dessert cafes and their corresponding preferences.

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