This study was designed to investigate consumers'' behavioral intention according to factors of ‘food-related lifestyle’ variable and the selection attribute of tea house and propose a marketing strategy according to the result. As a review of previous studies, the food-related lifestyle is defined as "a lifestyle that affects dietary habits such as eating habits and consumption," and the tea house is explained as “a physical space that sells moods and a cultural space where people can experience various values beyond selling light snacks and drinks with a focus on six mainstream products .
The selection attribute is defined as "the attribute to be considered when the consumer chooses the attribute of the store according to the consumer''s criteria before selecting the store", and the behavioral intention is "the thing by the subjective standard of the individual, Customer’s intent to brand with bond ".
The factors of each variable are as follows. The factors of food-related lifestyle are derived in three types such as health seeking type, fashion seeking type, and visual seeking type. Quality, service and atmosphere attribute to the factors of ‘tea house selection attribute.’ Two hypotheses has been suggested. The first hypothesis is that food-related lifestyle will have an effect on the selection attribute of tea house and the second one is that the selection attribute tea house will be related to the behavioral intention.
The questionnaire surveys were conducted by the general public who had visited the tea house for the past 3 months. The questionnaires were composed of total 51 questions which are 15 questions of food-related lifestyle, 15 of the selection attribute of tea house , 5 of behavioral intention, 7 of demography characteristic and 9 for drinking tea patterns.
The collected data were analyzed by frequency, factor, correlation and regression analysis using SPSS 25.0. First, the health - seeking factors and the visual - seeking factors have an effect on service, quality, and atmosphere which are factors of the selection attribute of the tea house. Among them, except for service factor, quality and atmosphere factor is related to behavioral behavior, and both hypotheses were partially adopted.
The academic implication of this study is that food-related lifestyle variable is applied. It was conducted to investigate whether this variable influences on the selection attribute of tea house and the behavioral intention compared to the previous studies has been conducted without it. To differentiate from the existing research, it was focused on franchise shops.
The practical point of this study is that the good quality tea has to be prepared at the store for the health-seeking customers who consider health to be a priority and a visually beautiful beverage will be useful for the visual pursuit type. From the tea drinking patterns, most of the customers enjoy tea with friends and lovers, and some of people drink tea alone. Therefore, the store has to be focused on reliable and comfortable atmosphere so that everyone is able to enjoy tea with friends, lover and even alone. The limitations of this study are that it doesn’t feature the characteristics of each brand and it is difficult to generalize as the research has been conducted only in Daejeon / Chungcheong and Seoul.