最低消費限制與風險折扣應用對消費者購買決策之影響－以餐飲業為例

The Impact of Minimum Purchase Requirement and Risky Discount on Consumer Purchase Decisions

胡欣慧(Hsin-Hui Hu) ； 陳琪婷(Chi-Ting Chen) ； 劉哲宇(Che-Yu Liu)

《觀光休閒學報》 24卷1期 (2018/04) Pp. 63-84

https://doi.org/10.6267/JTLS.201804_24(1).0003

摘要

餐飲業為了要提升營收，紛紛推出最低消費的用餐限制與折扣優惠活動，期能兼顧餐廳營業目標增進顧客消費意願。本研究旨在探究餐飲業應用最低消費限制與風險折扣對消費者態度及購買意願之影響，採準實驗設計法，以2 x 4八組的實驗設計進行問卷調查，共得有效樣本240份以進行資料分析與假設檢定。研究發現餐廳設有最低消費限制，雖可能增加購買，但亦會導致消費者產生負面態度及影響購買意願。在餐廳提供風險折扣活動情況下，會顯著降低因低消限制所產生的負面影響，當折扣幅度的寬度越寬時，消費者的態度及購買意願愈趨正向影響。研究結論可提供餐飲業者規劃風險折扣促銷活動之行銷策略及未來研究方向之參考。

關鍵字

最低消費限制 ； 風險折扣 ； 消費者態度 ； 購買意願

並列摘要

More and more restaurants set minimum purchase requirements and apply discount strategies to increase sales revenues and stimulate consumers' purchase intentions. This study aims to examine the impact of a minimum purchase requirement and risky discounts on consumer attitudes and purchase intentions. A quasi-experiment with a 2 x 4 between-subject design was conducted to collect data. Two hundred forty valid questionnaires were analyzed to test the hypothesized relationships. The results of the study indicated that restaurants may increase the consumers' purchase by adopting a minimum purchase requirement; however, it may also cause a negative impact on consumer attitudes and purchase intentions. Furthermore, the study found that restaurants that apply risky discounts significantly reduce the negative effects caused by the minimum purchase requirement. The level of risky discounts is positively associated with the consumer attitudes and purchase intentions. Implications and directions for future research are provided.

並列關鍵字

minimum purchase requirement ； risky discount ； consumer attitudes ； purchase intention

參考文獻

TVBS ， (2014) ， 低消兩套標準－ 訂位比現場等高1 倍【線上資料】， 來源：http://news.tvbs.com.tw/old-news.html?nid=541651 [2016, June 2]。【TVBS, (2014). Two set standards for the minimum purchase requirement: Reservation 1 time higher than on site, Retrieved June 2, 2016, from http://news.tvbs.com.tw/ old-news. html? nid=541651】

Brehm, J. W.(1966).A theory of psychological reactance.Oxford, England:Academic Press.

Choi, S.,Ge, X.,Messinger, P. R.(2010).Consumer perceptions of ambiguous price promotions: Scratch and save promotions versus tensile price claims.Journal of Product and Brand Management.19(7),477-486.

Choi, S.,Kim, M.(2007).The effectiveness of "scratch and save" promotions: The moderating roles of price consciousness and expected savings.Journal of Product and Brand Management.16(7),469-480.

Choi, S.,Kim, M.(2008).A comparative study of perceptions toward "scratch and save" promotions in Canada and Korea.Journal of Product and Brand Management.17(4),265-271.