Degree of SNS Use and Recommended Information Utilization Affects the Eating Out Behavior

Abstract

This study examines the association between social network service (SNS) use and eating out behaviors among adults in their 20s and 30s. Data was procured from a 2021 consumer behavior survey for foods. Based on their SNS use and recommended information utilization scores (SURU), the subjects were categorized into high, medium, and low utilization groups. The eating-out behaviors of these groups were analyzed, including eating alone, dining out by visiting, and eating out by delivery. Our findings show that the high-utilization group has a greater propensity for eating alone and enjoys restaurant and delivery dining. They are also more likely to cook with home meal replacement (HMR) and meal kits when eating alone. In contrast, the low-utilization group prefers to prepare and eat at home and is conservative when it comes to dining out. The medium-utilization group has a lower tendency to eat alone and dine out, but are frequent users of HMR and meal kits. They often visit Korean restaurants and prioritize taste, speed, and price when ordering food for delivery. Overall, this group shows rational consumption tendencies. By identifying the differences in eating-out behaviors across SURU groups, our study highlights the need for tailored marketing strategies to meet the diverse needs and preferences of young adult consumers. This study provides important data for customer segmentation and marketing strategy development in the food service industry. It also sheds light on the relationship between SNS use and dining-out behavior, contributing to further research in this area.