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