從共創價值觀點探討獨自用餐族群之餐廳選擇屬性

The Attributes Influencing the Restaurant Choice for the Person Who Dining Alone: From the Perspective of Co-creation Value

溫岳錚(Yueh-Chen Wen)

指導教授 ： 王居卿

淡江大學/商管學院/企業管理學系碩士班/碩士(2015年)

https://doi.org/10.6846/TKU.2015.00899

摘要

單身現象是全球趨勢，改變了食衣住行固有的消費模式。網路購物也掀起了一場戰爭，每年都可以利用單身商機大賺一筆。不論在哪一個國家單身族群都佔了最大多數，在先進國家更是一個龐大的議題。高齡化非常明顯的日本總是走在亞洲的先端，不論是年輕或是年長的單身族群都在在的影響了商品的規格與銷售，便利商店或是超市在幾年前就開始了一人份的餐食，就連餐廳也漸漸開始打造專屬於單身的空間。反觀台灣朝著同樣的道路前進，但是對於單身所做的研究尚不多，更遑論有關餐廳以及單身消費族群的研究。現在也是講求餐廳與消費者站在對等的立場上，有效的溝通以及共享經濟都是共創價值的基礎概念，所以不再是只有餐廳提供服務，也希望顧客能涉入部份服務流程中，創造更高的價值。於是整理有關餐廳的文獻，以及經濟部所製作的單身消費趨勢研究報告，作為問卷的參考，探討獨自消費族群對餐廳選擇屬性之重視程度，以及共創價值之服務流程之意願程度。
本研究共發放314份問卷，其中網路問卷共245份、紙本問卷共69份，共回收314份問卷，剔除因填答不完整之無效問卷共有3份，實際有效問卷完311份，有效問卷回收率為99.04%。經SPSS統計分析結果，有以下重要發現：
一、獨自用餐族群對於部分餐廳選擇屬性具有差異，對於共創價值之服務流程則部份顯著差異
二、不同身分族群皆較重視餐廳基本屬性，對於共創價值之服務流程有部份顯著差異
三、「單身經濟時代下之餐飲消費趨勢」報告不盡然代表當今獨自用餐消費族群的想法
四、餐廳選擇屬性之高重視族群對於服務流程涉入意願較高

關鍵字

單身 ； 共創價值 ； 餐廳屬性 ； 服務場域

並列摘要

Single becoming a global trend for family, their lifestyles changed consumption patterns and made a killing trading volume on online shopping every year. Whichever country single is majority and also a huge issue in developed countries. Japan is an aging society, convenience stores or supermarkets sold one person meals few years ago, and even restaurants also offered special space for single. No matter young people or elder, they obviously affected product specifications and sales. But we still did not find research about single and restaurants in Taiwan. Nowaday effective communication and the sharing economy is based on co-creation value, restaurants and consumers also should stands on equal position, No longer only restaurants provide services, but also hope that customers will be able to involve in part of the service process to create a higher value. As a reference, in relevant research of restaurant and the report wrote by Ministry of Economy Affairs, developed a questionnaire to explore one person who dining alone of attributes restaurant, as well as the degree of willingness involve in the service process.
In this study, 314 questionnaires were distributed, of which 245 copies of questionnaires from network, 69 copies from paper questionnaires, 314 questionnaires were collected. Excluding incomplete respondents questionnaire consists of 3 copies, actualiy finished 311 valid questionnaires, the effective response rate was 99.04%. Used SPSS statistical analysis, the key findings are as follows:
1. For some consumer groups have significant differences in some part of restaurant attributions, and co-creation value for the part of the service process have significant differences.
2. The different groups are more concerned about the basic attribution of the restaurant, there are significant differences to create value part of the service process.
3. ' The trend of comsumption pattern in the age of single economy ' report do not necessarily representative of today's idea of dining alone consumer.
4. The attribute of restaurant of high importance group is higher willingness involves in service processes.

並列關鍵字

Single ； Co-creation value ； Attributes of restaurant ； Servicescape

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