探討學齡前家長選擇至親子餐廳消費之決策過程及其影響因素

Explore Decision Making Process and Its Influencing Factors of Preschool Parents' Parent-Child Restaurant Selection

鄧之卿(Chih-Ching Teng) ； 江郁智(Yu-Chih Chiang) ； 鄭姍姍(Shan-Shan Cheng) ； 吳紀美(Chi-Mei Wu) ； 張正清(Cheng-Ching Chang)

《輔仁民生學誌》 25卷2期 (2019/12) Pp. 56-71

摘要

受到少子化、女性工作者增加、雙薪家庭比例提升、家庭總所得提高等原因影響，使得家庭在外用餐的機會相較過去增加許多，親子餐廳正是在此趨勢中出現的新興型態餐廳。本研究利用Engel-Kollat-Blackwell模式中的決策步驟，分析學齡前孩童（3－6歲）家長至親子餐廳消費的需求與問題，了解選擇至親子餐廳消費至決策過程及其影響因素，以期能夠提升親子餐廳之營運。研究發現，選擇至親子餐廳主要的消費需求有家庭間的聚餐、讓照顧者休息與放鬆、有效利用時間。在做選擇時會評估孩童年紀、交通、安全性等。根據研究結果針對決策前、中、後等過程分別提供行銷策略之建議。

關鍵字

消費者行為 ； Engel-Kollat-Blackwell模式 ； 親子餐廳

並列摘要

Affected by the declining birth rate, the increasing number of female workers, the increasing percentage of double-income families, and the increase in total household income, the opportunities for family dining out are much higher than in the past. The parent-child restaurant is one of the new restaurant types emerging in this trend. Utilizing the decision-making steps in the Engel-Kollat-Blackwell model, the purpose of this study is to analyze the pre-school (3-6 years old) parents' needs and problems of parent-child restaurant selection, and to understand the parent-child restaurant consumption decision-making process and its influencing factors. In order to enhance the operation of the parent-child restaurants. This study found that the main consumer needs of selecting a parent-child restaurant are handing out with other families, having the main caregivers to rest and relax, and using time effectively. Children's age, transportation and safety are assessed when making decisions. According to the results, the marketing strategies are proposed for the pre-, middle- and post-decision processes.

並列關鍵字

Customer Behaviors ； Engel-Kollat-Blackwell Model ； Parent-Child Restaurant