The purpose of this research is to analyze the structural relationship among food life-style, image of korean food, and customer's satisfaction of korean food to provide necessary information to develop high quality korean restaurants with reasonable price. The sample was collected from Seoul and Metropolitan area to test given study hypotheses. The result from an empirical analysis are as followed.
First, as sub-factors of food life-style food, exploring style, health exploring style, convenience exploring style and rational price exploring style has been extracted. For image of korean food, four factors such as quality-safety, attractiveness, promotion of health, family-orientedness are extracted.
Second, food or health exploring style has significant and positive effect on promotion of heath, quality-safety, and attractiveness, but significant and negative effect on family-orientedness of korean food. Convenience exploring style has significant and positive effect on all the image of korean food such as promotion of heath, quality-safety, attractiveness and family-orientedness. Finally, rational price exploring style has significant and negative effect on family-orientedness, quality-safety, and attractiveness among images of korean food.
Third, promotion of health, and attractiveness, and family-orientedness among the image of korean food has a significant and positive effect.
Forth, meanwhile food or convenience exploring style has a negative effect but reasonable price exploring style has positive effect on satisfaction of korean food.
Fifth, food, health, or convenience exploring style has a negative total effect on satisfaction of korean food, but reasonable price exploring style has a positive effect.
Sixth, There is a positive indirect effect between food life-style and satisfaction of korean food except family-orientedness.