Effects of Food Styling Visual Elements in Tteok Café Menus on Consumer Buying Habits

Abstract

This study investigated the correlation between consumer`s buying habits and food styling visual elements. Differentiated and original techniques were used to determine whether or not visual elements in tteok menus reflect the aesthetic needs of consumers without altering the nutrition of tteok. The targeted tteok cafes were in Jeonju Hanok Village, which is a tourist attraction in Korea. First, sub-factors of food styling visual elements applied to tteok menus such as shape, size/volume, color, and texture all had significantly positive effects on customer satisfaction, proving that food styling visual effects applied to tteok menus have significant effects on customer satisfaction. Second, sub-factors of food styling visual elements applied to tteok menus all had significantly positive effects on buying habits. Third, customer satisfaction of menus had a significant effect on buying habits, as proven by previous studies. Fourth, the effects of customer satisfaction on the relationship between food styling visual factors applied to tteok menus and buying habits were investigated.