Jang Jin A, Kim Ji-Myung, Jung Hyosun
Department of Wellness Food Therapy, Ansan University, 155, Ansandaehak-ro, Sangnok-gu, Ansan-si 15328, Gyeonggi-do, Republic of Korea.
Department of Food and Nutritional Science, Shinhan University, 95, Hoam-ro, Uijeongbu 11644, Gyeonggi-do, Republic of Korea.
Foods. 2024 Dec 21;13(24):4146. doi: 10.3390/foods13244146.
This study examined how eating out behavior and variety-seeking tendency in food choice (VARSEEK) differ depending on social network service (SNS) use and recommended information utilization (SURU), focusing on Korean generation Z youth. To this end, participants were categorized as high, middle, or low based on their SURU score; eating out behavior, as well as VARSEEK, were then compared across the three groups. The results indicated that higher SURU scores were associated with a higher frequency of cooking, a higher frequency of eating out, a higher average cost of eating out per person, and a greater tendency to perceive oneself as gourmet. In relation to VARSEEK, the high and middle SURU score groups demonstrated significantly higher mean scores than the low group. This finding suggests that the greater the SURU level, the greater the food neophilic inclination, expressing an affinity for unique, unfamiliar, or exotic cuisine and a willingness to experiment with novel recipes. Consequently, SURU leads to more frequent eating out, resulting in consumers expanding into a food neophilic tendency to try more diverse and new foods. Based on these results, SURU can be a useful indicator for segmenting food- and restaurant-related markets; consumers with a high level of SURU are a group to pay attention to in marketing as they can be tested when introducing new foods into the market.
本研究以韩国Z世代青年为重点，考察了外出就餐行为以及食物选择中的求新倾向（VARSEEK）如何因社交网络服务（SNS）使用情况和推荐信息利用情况（SURU）而有所不同。为此，根据参与者的SURU得分将其分为高、中、低三类；然后比较这三组在外出就餐行为以及VARSEEK方面的差异。结果表明，较高的SURU得分与更高的烹饪频率、更高的外出就餐频率、更高的人均外出就餐平均成本以及更强的自认为是美食家的倾向相关。在VARSEEK方面，高SURU得分组和中SURU得分组的平均得分显著高于低分组。这一发现表明，SURU水平越高，对新奇食物的偏好倾向就越强，表现出对独特、不熟悉或异国美食的喜爱以及尝试新食谱的意愿。因此，SURU会导致更频繁的外出就餐，促使消费者形成尝试更多样化新食物的求新倾向。基于这些结果，SURU可以作为细分食品和餐饮相关市场的一个有用指标；高SURU水平的消费者是营销中需要关注的群体，因为在向市场推出新食品时可以对他们进行测试。
