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Estimating the Impact of COVID-19 Pandemic on Customers’ Dining-Out Activities in South Korea

Author

Listed:
  • Bowon Suh

    (Department of Food Service & Culinary Management, Kyung Hee Cyber University, Seoul 02447, Korea)

  • Shinyoung Kang

    (Department of Airline Service, Kwangju Women’s University, Gwangju 62396, Korea)

  • Hyeyoung Moon

    (Institute of Symbiotic Life-TECH (Technology, Ecology, Culture, Human), Yonsei University, Seoul 03722, Korea)

Abstract

This study classified the types of dining-out activities into three categories: visiting restaurants, using delivery services, and using take-out services to understand how customers’ various dining-out activities were carried out during the COVID-19 pandemic. The study used the Theory of Planed Behavior (TPB) model to analyze the structural relationship between the main factors and three dining-out activities. An online survey method was used to distribute and collect survey link addresses through respondents’ SNS and e-mail and a data analysis was performed on the final 429(85.8%) effective samples. A paired t-test and structural equation modeling (SEM) were used to investigate customers’ dining-out activities. This study is of significant contribution in that it compared and analyzed customers’ various dining-out activities using the TPB model, laid the theoretical foundation for related research, and suggested ways to help related industry workers establish marketing strategies under the pandemic.

Suggested Citation

  • Bowon Suh & Shinyoung Kang & Hyeyoung Moon, 2022. "Estimating the Impact of COVID-19 Pandemic on Customers’ Dining-Out Activities in South Korea," Sustainability, MDPI, vol. 14(15), pages 1-16, August.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:15:p:9408-:d:877686
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    References listed on IDEAS

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