臺中市居民早午餐消費行為之研究- 以臺中成旅晶贊飯店為例

A Study of Taichung Residents` Consumption Behavior on Brunch - A Case Study at Park City Hotel

林文章(Wen-Chang Lin)

指導教授 ： 陳宗玄

朝陽科技大學/管理學院/休閒事業管理系/碩士(2016年)

摘要

摘要
隨著經濟的成長，國民所得提升與生活型態改變等因素，國人飲食習慣也產生變化，由單純傳統飲食型態改變成多元且複雜的形式，紛紛推出了新型態的飲食方式，形成了一股新飲食文化的潮流也提供消費者更多的選擇性。本研究探討臺中市居民早午餐的消費行為，以臺中成旅晶贊飯店為例，消費對象以15歲以上的消費者，問卷內容包括消費者的人口統計變項及消費概況分析與消費者行為三大部份，研究採用「問卷調查法」進行研究調查，以了解消費者對早午餐消費動機及服務品質、滿意度是否會影響消費者的行為意圖，所得資料以統計軟體 SPSS 進行資料統計分析，統計方法有：敘述性統計、信度分析、差異分析法(獨立樣本 T 檢定）、單因子變異數分析（One-way ANOVA），主要研究發現如下：1 .消費動機分析發現，顧客在體驗不同的飲食特色可吸引到消費者的青睞。建議業者可建立循環菜單及搭配季節性的食材讓消費者有變化。2 .服務品質分析發現，以服務態度親切有禮上讓消費者感受最深，建議業者可以從員工教育訓練的建立與服務品質的關係是否有顯著的影響。3 .滿意度分析發現，餐廳的地點及交通便利對於消費者在滿意度來說是非常重要。

關鍵字

消費行為 ； 早午餐

並列摘要

Abstract
People have been changing their dietfrom thetraditional one to the diversified and complicated one due to the economic growth, the elevating of national income, the change of the lifestyle, and so on. Therefore, vendors launch new patterns of diet and that became a new trend. Moreover, it provides the customer with more options. This research aimedatthe study for Taichung citizens’ consumer behavior of their choice on the brunch. The subjects were the diners who are more than 15 years old at the restaurant in Park City Hotels Central Taichung. For this study, we made a questionnaireto makethe survey in order tounderstandthe consumer motivation when they purchase the brunch,if the quality of services and satisfaction of brunch will affect the customers’ intentions for their purchase of the brunch, the customers’ statistics variation, the consumption overview analysis and the consumer behavior will be included in this questionnaire. We use SPSS on analysis methods including: Descriptive Statistics with average, SD, frequency distribution and percentage, Factor Analysis, Reliability Analysis, analysis of variation (Independent-sample T) and One-Way ANOVA.This paper studies a total of 400 questionnaireswere delivered from March 1, 2016 to March 31, 2016, the returnedvalid questionnaires were 400 and the returned rate of the effective questionnaires was 100%.
The outcome of the survey indicated as follows: 1.Through consumer motivation analysis, we found that various kind of food menuwould be attractive for the customers. Therefore, we suggest that the hotel should set up the cycle of their menu with seasonal ingredients. That will give their customers different experiences. 2.According to quality of services analysis, the sincere attitude of service impresses customers the most. We suggest that vendors should observe if the employee training would have an obvious affectontheir quality of service or not. 3.Through the satisfactionanalysis, the restaurant with the suitable location and can be easily reached.That are also important for customers.

並列關鍵字

Consumer behavior ； Brunch

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