消费者對速食連鎖餐廳認知與偏好之研究

The Research on Consumer's Perception and Preference for Fast Food Chain

张凱智(Kai-Chih Chang)

《觀光研究學報》 3卷1期 (1997/06) Pp. 15-25

https://doi.org/10.6267/JTLS.1997.3(1)2

摘要

目前速食連鎖餐廳已進入戰國時期，然市场有限，消费者需求無限，廠商對於消费者的型態及對速食連鎖餐廳的認知、及偏好就成為相常重要的研究課题，而這些衆多消費者的消費心理為何呢？消費者對速食連鎖餐廳的認知為何呢？影響速食連鎖餐廳消費者前来的因素又為何呢？
從文献探討及整理，本研究整理出消費者選择速食連鎖餐廳因素計有八組二十八個因素。其内容分别為衛生、安全、區位、服務、産品、設施、推廣行銷、口碑形象。經由問卷實際调查，發现消費者對於衛生與安全最為重視，男性較女性多，年龄層普遍较低，學生占較多數，搭乘機車者為多，以高中、職及大專佔大部份，消費次數上，二個月内消費一至三次為主。
業者應對於年輕消費群加强促銷，多注意餐廳衛生，加强消防設施檢查，對人員加強訓練，慎選開店地位，停車位問题應攷慮列為重點性解决事項。如此才能增加競爭力，提高經營收益。

關鍵字

速食餐廳 ； 認知 ； 偏好

並列摘要

The competitive of the fast food management goes into more complete. It is very important to know the customer's perception and preference to the fast food industry during the limited market and expanded wanted. What is the psychology of the customer? What is the acknowledge of the fast food restaurant?
What is the influence of the customer coming to the restaurant? The are twenty-eight factors which caused the customer choose the fast food restaurant. There are including sanitation, safety, location, service, production, facilities, promotion, and goodwill. The customer put more emphasis on the sanitation and safety by the survey. There number of males are greater than females. The age is fall 15 between 20. The majority of the respondent is student. Most of the transportation are motorcycle. There buying of the purchasing frequency are between from one to three times during two months.
The fast food restaurant chain owners shall put more emphasis on prompting this factor mention above.

並列關鍵字

Fast food restaurant ； Perception ； Preference