消費者排隊等候之從眾行為研究-以行動餐車為例

在我們生活周遭常可看到行動餐車常有人潮的聚集。儘管行動餐車營業地點和時間不固定，但消費者還是願意為之排隊等候，此種排隊從眾行為是值得我們關注及研究的，本研究參考相關文獻，並透過問卷調查，期了解行動餐車消費者為美食排隊等候的原因。本研究以台灣地區曾經排隊購買行動餐車的消費者為研究對象，計發放網路問卷250份，刪除無效問卷44份，其中有效問卷計206份，整體有效率為82.4％，並使用偏最小平方法對個人特性、群體特性及排隊從眾行為，進行統計分析。結果顯示： 1. 群體特性對排隊從眾行為產生正向影響 2. 個人特性不會影響排隊從眾行為 3. 排隊動機對排隊從眾行為產生正向影響。最後本研究依據實證結果提出若干行銷建議，供業者及後續研究人員參考。關鍵字：行動餐車、從眾行為、排隊、偏最小平方法

關鍵字

行動餐車；從眾行為；排隊；偏最小平方法

並列摘要

People commonly gather around mobile food trucks and line up for services although mobile food truck do not always show up and follow a regular schedule. The mobile dinners become the part of our foodie culture and require our attentions. Therefore, the aim of this study is to explore the relations between the conformity behavior, and consumers’ characteristics and line up motivation. The author implemented the method of partial least squares-structural equation modeling (PLS-SEM) to analyze the data. The online questionnaires were applied to collect the data. There were 250 datasets obtained, which included 44 invalid samples and 206 valid samples. The overall effective response rate was 82.4%. The results demonstrated that (a) characteristics of the group positively affected line up conformity behavior; (b) the personal characteristics did not influence the line up conformity behavior; (c) line up motivation positively affected line up conformity behavior. According to the results of this study, some suggestions are proposed for the industry and future research. Keywords: mobile food truck, conformity behavior, line up, PLS-SEM.