푸드트럭의 다양한 외관 이미지에 대한 소비자의 평가 차이에 관한 연구 = A Study on the Differences in Consumer Evaluation of Various Appearance Images of Food Trucks

국문 초록 (Abstract)

본 연구는 체험을 중요시하는 새로운 소비 시대에, 푸드트럭(Food Truck)은 새로운 소비자의 요구를 충족시키기 어렵다는 것으로부터 시작되었다. 본 연구의 목적은 외관 특성이 다른 푸드트럭이 소비자 태도에 미치는 영향을 분석하는 것으로 비교 연구 방법을 통하여 진행했다. 연구결과 및 내용은 다음과 같다.
첫째, 형태적 기준과 경험적 기준의 두 가지 기준으로 수집된 푸드트럭 이미지(Image)를 대상으로 설문을 진행하여 엔터테인먼트 체험형(Entertainment Experience Type), 지역형(Regional Type), 패스트푸드형(Fast Food Type) 그리고 도시형으로 총 네 가지 유형으로 푸드트럭을 구분했다. 둘째, 이론 고찰을 통해 푸드트럭의 평가요소들을 추출했으며, 설문조사를 통해 탐색적 요인분석을 이용하여 12개 요소를 선별했다. 셋째, 푸드트럭을 이용해 본 적이 있는 이용자를 대상으로 설문조사를 실시하여 일원 배치 분산분석(One-way ANOVA)을 진행했다. 결과에 따르면, ‘테마성’ 요소에서 ‘지역형 푸드트럭’이 ‘패스트푸드형 푸드트럭’, ‘도시형 푸드트럭’보다 ‘테마성’ 요소의 중요도 평균 점수가 상대적으로 높았다. ‘매력’ 요소에서‘패스트푸드형 푸드트럭’이 ‘지역형 푸드트럭’, ‘엔터테인먼트 체험형 푸드트럭’보다 ‘매력’ 요소의 중요도 평균 점수가 상대적으로 낮았다. ‘친근성’ 요소에서 ‘지역형 푸드트럭’이 ‘도시형 푸드트럭’보다 ‘친근성’ 요소의 중요도 평균 점수가 상대적으로 높았다. 넷째, 소비자의 체험을 향상시킬 수 있도록 실험 결과를 바탕으로 디자인 제안을 제시했다.
이러한 연구 결과를 바탕으로 소비자의 행동적 선호- 228 - 도를 이해하면서 푸드트럭 디자인의 특성을 종합적으로 활용함으로써 소비자의 인식과 인지도를 더욱 높일 수 있으며, 푸드트럭 산업의 발전에도 더욱 촉진될 것을 기대한다.

다국어 초록 (Multilingual Abstract)

This study started from the fact that food trucks are difficult to meet the needs of new consumers in a new consumption era where experience is important. The purpose of this study was to analyze the effect of food trucks with different appearance characteristics on consumer attitudes through comparative research methods. The research results and contents are as follows.
First, food trucks were classified into four types: Entertainment Experience Type, Regional Type, Fast Food Type, and Urban Type by conducting a survey on food truck images collected on two criteria: morphological and empirical. Second, the evaluation factors of food trucks were extracted through theoretical consideration, and 12 factors were selected using exploratory factor analysis through a survey. Third, an analysis of one-way ANOVA was conducted by conducting a survey on users who had previous experiences using food trucks. According to the results, the average score of importance of the theme factor was relatively higher in the regional type than the fast food type and the urban type. In the attractiveness factor, the average score of importance of the attractiveness factor was relatively lower in the fast food type than the regional type and the entertainment experience type. In the friendliness factor, the average score of the importance of the friendliness factor was relatively higher in the regional type than in the urban type. Fourth, a design proposal was presented based on the experimental results to improve the consumer's experience.
Based on these findings, it is expected that consumer's awareness and awareness can be further enhanced by comprehensively utilizing the characteristics of food truck design while understanding consumer's behavioral preferences, and that the development of the food truck industry will be further promoted.

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