VALS2에 따른 서구 외식문화의 포지셔닝에 관한 연구

A Study on the Positioning of Western Food Service on VALS2

The western world is accepted as idealized images to the Korean after repetitive learning via the cultural contents for broadcasting, i.e. TV drama series and movies from the West. The objective of this study was to examine how the western food and restaurants were perceived by the members of society, whether and how the value sets and lifestyles of the members had an impact on perceiving and using the western eateries, thus to establish an academic and systematic theory about the issues concerning the dining out culture. For the empirical data, 200 interviewees were selected through convenience sampling for the face-to-face interview survey and the on-line survey was conducted for judgment samples of 200 persons out of the target population that were the customers between 20s and 40s who lived in Seoul during August 19, 2010 to August 27, 2010. Statistical analysis was performed on the collected data using SPSS 12.0.