Journal List > Korean J Community Nutr > v.16(6) > 1038339

Korean J Community Nutr. 2011 Dec;16(6):782-793. Korean.
Published online December 31, 2011.  https://doi.org/10.5720/kjcn.2011.16.6.782
Copyright © 2011 The Korean Society of Community Nutrition
The Antecedents of Coffee Satisfaction by Lifestyle Segments for Korean and Chinese University Students in Korea
Hye-Kyung Chung, Hye-Young Kim,1) and Hae-Young Lee2)
Department of Nutrition Services, Gangnam Severance Hospital, Yonsei University College of Medicine, Seoul, Korea.
1)Graduate School of Education, The Catholic University of Korea, Bucheon, Korea.
2)Department of Food and Nutrition, Sangji University, Wonju, Korea.

Corresponding author: Hae-Young Lee, Department of Food and Nutrition, Sangji University, 660 Woosan-dong, Wonju 220-702, Korea. Tel: (033) 730-0492, Fax: (033) 738-7740, Email: hy1317@sangji.ac.kr
Received October 18, 2011; Revised November 22, 2011; Accepted December 21, 2011.

Abstract

The purposes of this study were to classify university students by their lifestyle and to investigate the relationships between lifestyle and coffee satisfaction. The survey had been undertaken for 360 Korean and Chinese university students in Daejeon from November to December 2009. A total of 242 usable questionnaires were received with 67.2% response rate. The statistical analysis was performed by the SPSS 18.0 package program. Lifestyles of subjects, based on AIO (Activities, Interests, Opinions) method and factor analysis, were segmented into 2 groups of "outgoing activity" (n = 137) and "introverted devotion" (n = 105). "Outgoing activity" group exhibited highly health-oriented (p < 0.001) and convenience-oriented (p < 0.001) characteristics, but "introverted devotion" group showed highly goal-oriented (p < 0.01) and safety-oriented (p < 0.01) features. Comparing to "introverted devotion" group, "outgoing activity" group showed higher intake of coffee (p < 0.01) and more expense for beverage (p < 0.01). Three factors were extracted from 15 coffee quality attributes by factor analysis; "fundamentals", "supplement" and "inducement". These factors were positively correlated with coffee satisfaction according to lifestyle groups (p < 0.01). For "outgoing activity" group, 'fundamentals' was independent factor for satisfaction on coffee in coffee house (β = 0.268, p < 0.05) and canned or bottled coffee (β = 0.314, p < 0.01), and "supplement" was independent factor for satisfaction on coffee in vending machine (β = 0.235, p < 0.05). For "introverted devotion" group, "inducement" was independent factor for satisfaction on coffee in vending machine (β = 0.238, p < 0.001). These results provide an understanding for lifestyles of coffee consumers and give an insight into differentiated marketing plans for coffee industry.

Keywords: coffee; lifestyle; satisfaction; university students

Tables


Table 1
Validity and reliability of lifestyle
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Table 2
Comparison of lifestyle factor by cluster
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Table 3
General characteristics by cluster
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Table 4
The consumption toward coffee by cluster
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Table 5
Validity and reliability of coffee attribute by type of coffee
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Table 6
Comparison of coffee factor and coffee satisfaction by cluster
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Table 7
Correlation analysis of coffee factors and coffee satisfaction by cluster
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Table 8
Regression analysis of coffee factors on coffee satisfaction by cluster
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Notes

This research was supported by Sangji University Research Fund, 2010.

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