A Study on the Effect of Restaurant Attributes on Value Consumption Behavior according to Dietary Lifestyle

This study was conducted to verify the impact of changes in the restaurant market after Covid-19 on restaurant attributes and value consumption behavior according to diet lifestyle. The survey was distributed to customers of restaurants from April 1 to April 30, 2024, with 310 copies distributed and 290 copies collected, A total of 282 questionnaires were used as research data, excluding 8 questionnaires with inappropriate content. For statistical analysis, multiple regression analysis was performed for frequency analysis, reliability analysis, exploratory factor analysis, correlation analysis, and hypothesis verification using spss 23.0. The results of study are as follows. First. Service, brand, and food quality were found to have an impact on food lifestyle and restaurant attributes. Second. It was found that the diet lifestyle has an influence on the gourmet and convenience-seeking types in value consumption behavior, the health-seeking type was analyzed as having no influence. Third, Restaurant attributes were found to have an impact on value consumption behavior, with service and food quality having an impact, but the brand had no impact. To summarize the results of this study, Trends in food lifestyle and restaurant attributes and value consumption behavior are constantly evolving to meet the diverse needs of consumers. As health and wellness- centered lifestyles become more prominent, consumers are opting for restaurants that offer low-calorie, organic, vegan and gluten-free options, while gourmet consumers are seeking creative and upscale culinary experiences. When various national cuisines and fusion cuisines are provided with storytelling about the background or cooking process, they are more appealing, and personal value consumption behavior is also considered important.