푸드트럭 외관 디자인에 대한 소비자 평가 차이 분석 = Analysis of Differences in Consumer Evaluations of Food Truck Exterior Design

다국어 초록 (Multilingual Abstract)

Various types of food trucks have emerged with the changes of the times, and in the new consumption era when experience is more important, food trucks that function as single sales have become difficult to meet the needs of new consumers. It can be said that operating food trucks to meet the needs of consumers is more effective in attracting consumers. When the service of a food truck matches the needs of consumers, it can not only effectively improve the purchasing effect of consumers but also promote further development of the food truck industry. Currently, most of the interest in food trucks is focused only on operation and management, so a comprehensive analysis is needed from a design point of view. This study reclassified food trucks on the market from a design point of view in order to analyze the evaluation difference between various food truck exterior types. The research content and method are composed of three parts.
First, it corresponds to a preliminary study, and based on the morphological standard, it was divided into a traditional type and an innovative type, and a consumption attitude standard, it was divided into a practical type and a pleasure type. The food truck was classified into 4 types: entertainment experience type, regional type, fast food type, and urban type by conducting a survey on the food truck images collected on two criteria. For each type, the stimulus selected two images that can most represent the type.
Secondly, the relevant evaluation factors of food trucks were extracted through literature. Using the data collected by the questionnaire survey, the exploratory factor analysis method was used to screen out twelve effective evaluation factors. Finally, it was classified into three upper factors (creative factors, practical experience factors, and emotional factors).
Third, by surveying users who have used the dining cars, a one-way ANOVA was conducted based on the collected data. Three differences were identified in the results of the experiment. (1) in the thematic factor evaluation, there were differences between the regional type, the fast food type, and the urban type. According to the results, the average importance score of thematic elements for regional type food trucks is relatively higher than that of fast food type and urban type food trucks. (2) in the attractiveness factor evaluation, there were differences between the fast food type, the regional type, and the entertainment experience type. According to the results, the average importance score of attractiveness elements for fast food type food trucks is relatively lower than that of regional type and entertainment　experience type food trucks. (3) in the friendliness factor evaluation, there was a difference between the regional food truck and the urban type. According to the results, the average importance score of intimacy factors for regional type food trucks is relatively higher than that of urban type food trucks.
This study indicates that a systematic analysis of food truck types and their related evaluation elements from a design perspective helps to better understand consumer preferences and provides a reference for the future design and development of food trucks.

다국어 초록 (Multilingual Abstract)

随着时代的变迁，各种类型的餐车不断涌现。在当下体验优先于单纯消费的新消费时代中，仅具备单一售卖功能的传统餐车已难以满足新兴消费者的需求。可以说，经营餐车以契合消费者的需求，能更有效地吸引消费者。当餐车的服务与消费者的需求相匹配时，不仅能有效提升消费者的购买效果，也能推动餐车行业的进一步发展。
目前，大多数关于餐车的关注仍集中在运营与管理方面，因此有必要从设计的角度进行全面分析。本研究即从设计视角重新对市场上的餐车进行分类，旨在分析不同餐车外观类型的评价差异。研究内容和方法分为三个部分：
第一部分为事前研究。研究首先基于形态标准将餐车分为传统型与创新型，基于消费态度标准将其分为实用型与享乐型。通过对收集到的餐车图像进行问卷调查，最终将餐车划分为四种类型：娱乐体验型、地区型、快餐型和城市型。每种类型中选取两张最具代表性的图像作为实验刺激物。
第二部分通过文献研究提取出与餐车相关的评价要素，并通过问卷调查收集数据，运用探索性因子分析方法筛选出十二个有效要素。最终，这些要素被归纳为三个上位要因：创意性要因、实用体验性要因和情感性要因。
第三部分通过对有餐车使用经历的用户进行问卷调查，并基于所收集的数据进行了单因素方差分析，实验结果识别出三个显著差异：第一，在主题性要素评价中，地区型与快餐型、城市型之间存在显著差异。结果显示，地区型在主题性要素的平均重要性评分上高于快餐型和城市型。第二，在魅力要素评价中，快餐型与地区型、娱乐体验型之间存在差异。结果表明，快餐型在魅力要素的平均重要性评分上低于地区型和娱乐体验型。第三，在亲近性要素评价中，地区型与都市型之间存在差异。结果显示，地区型在亲近性要素的平均重要性评分上高于城市型。
这项研究表明，从设计角度出发，对餐车类型及其相关评价要素的系统分析有助于更好地理解消费者偏好，并为未来餐车的设计与发展提供参考依据。

목차 (Table of Contents)

• 제 1 장 서 론 2
• 1.1. 연구 배경 및 필요성 2
• 1.2. 연구 목적 6
• 1.3. 연구 범위 7
• 1.4. 연구 방법 및 프로세스 7
• 제 2 장 이론적 고찰 10
• 2.1. 푸드트럭 정의 10
• 2.2. 이미지에 관한 이론 10
• 2.3. 푸드트럭 연구 동향 12
• 제 3 장 사전 연구 16
• 3.1. 푸드트럭 기준 구분 축 선정 16
• 3.1.1. 외관 이미지 분류 기준 추출 16
• 3.1.2. 기준 구분 축 실험 20
• 3.1.3. 선정 결과 21
• 3.2. 푸드트럭 외관 재분류 23
• 3.2.1. 외관 재분류 실험 23
• 3.2.2. 실험조사 및 데이터 분석 24
• 3.2.3. 푸드트럭 분류 결과 25
• 3.3. 푸드트럭 평가요소에 관한 연구 27
• 3.3.1. 평가요소에 관한 문헌고찰 (1차 평가요소 추출) 27
• 3.3.2. 평가요소 추출 (1차 평가요소 추출) 29
• 3.3.3. 푸드트럭 평가요소 정의 30
• 3.3.4. 평가요소의 실험 (2차 평가요소 추출) 32
• 3.3.5. 탐색적 요인분석 (2차 평가요소 추출) 33
• 제 4 장 실증 연구 37
• 4.1. 푸드트럭 평가 차이 실험 37
• 4.1.1. 실험 설계 37
• 4.1.2. 실험 조사 및 데이터 분석 38
• 4.2. 실험 결과 39
• 4.2.1. '테마성' 분석 44
• 4.2.2. '매력' 분석 45
• 4.2.3. '친근성' 분석 46
• 제 5 장 연구 결론 49
• 5.1. 실험 (평가 차이) 결론 49
• 5.1.1. '테마성' 요소의 실험 결론 49
• 5.1.2. '매력' 요소의 실험 결론 50
• 5.1.3. '친근성' 요소의 실험 결론 50
• 5.2. 디자인 제언 51
• 5.3. 연구 한계 및 향후 연구 53
• 참고 문헌 54
• 설문지 64