吃到飽餐廳消費者之消費價值與行為意圖關係之研究

Exploring the Relationship between Consumer Value and Behavioral Intentions in All You Can Eat Restaurant

陳欣怡(Hsin-I Chen) ； 王炳勛(Bing-Xun Wang) ； 車成緯(Cheng-Wei Che)

《輔仁民生學誌》 27卷1期 (2021/06) Pp. 83-93

摘要

近年來國人飲食與消費習慣的改變，促進外食人口逐年成長，而國內餐飲業的市場亦逐漸擴大，吃到飽餐廳提供方便且擁有自主性的用餐方式，並提供多樣化的菜色滿足消費者的需求，因此本研究之目的主要探究消費者對於吃到飽餐廳所產生的消費價值與行為意圖之關係。本研究以曾前往臺北市吃到飽餐廳之消費者作為研究對象，經分析後發現：1.享樂價值對行為意圖有正向影響力；2.功利價值對行為意圖有正向影響力。本研究建議吃到飽餐廳優先維持功利價值，以性價比（CP值）作為行銷推廣的主軸，主打物美價廉的吃到飽策略，再進一步朝享樂價值著手，進而增加整體的消費價值。

關鍵字

吃到飽餐廳 ； 享樂價值 ； 功利價值 ； 行為意圖

並列摘要

In recent years, changes in the diet and consumption habits of the Chinese people have contributed to the growth of the eating-out population year by year, and the market of the domestic catering industry is gradually expanding, all-you-can-eat restaurants provide convenient and autonomous dining options, and offer a variety of dishes to meet the needs of consumers. Therefore, the purpose of this study was to investigate the relationship between consumers' consumption value and behavioral intention towards the all-you-can-eat restaurants. This study was conducted with consumers who had visited the restaurants in Taipei City as sampling, and found that: 1. hedonic value had a positive effect on behavioral intention; 2. utilitarian value had a positive effect on behavioral intention. This study suggests that restaurants should prioritize the utilitarian value, use the high cost-performance ratio as the main axis of marketing and promotion, and focus on the strategy of good quality and low price, then move on to the hedonic value to increase the overall consumption value.

並列關鍵字

All-you-can-eat restaurant ； Hedonic value ； Utilitarian value ； Behavioral intention