後疫情時代高檔餐廳消費者風險知覺、餐廳安全信任、防疫措施與消費意願之分析

Analysis on risk perception, restaurant safety trust, epidemic prevention measures and buying intentions of high-end restaurants' consumers in the post-pandemic era

張永霖(Yong-Ling Chang) ； 葉龍泰(Lung-Tai Yeh) ； 李雅芬(Ya-Fen Lee)

《嘉大體育健康休閒期刊》 22卷1期 (2023/06) Pp. 12-30

https://doi.org/10.6169/NCYUJPEHR.202306_22(1).02

摘要

COVID-19疫情爆發後對餐飲業造成極大的衝擊，降低用餐染疫風險，對於餐飲業經營以及顧客健康風險防護至關重要。本研究欲探討消費者的風險知覺、餐廳安全信任與到高檔餐廳用餐意願的關聯性，及瞭解消費者對防疫管控措施的重視程度。本研究採用問卷調查法，有效樣本是78份，並採用迴歸分析瞭解風險知覺、餐廳安全信任對消費意願之影響程度；以Kano二維品質設計模式衡量防疫措施具備與缺乏時兩種情況。研究結果顯示：（1）消費者COVID-19的風險知覺對高檔餐廳消費意願沒有顯著影響；（2）高檔餐廳的安全信任對餐廳消費意願有顯著影響；（3）有14項防疫措施都為當然品質，顯示在後疫情時代，餐廳各項防疫措施還是有必要的，應該被確實執行，讓消費者安心店內用餐，避免引起消費者反感。

關鍵字

高檔餐廳 ； COVID-19 ； 風險知覺 ； 餐廳安全信任 ； 消費意願

並列摘要

The outbreak of COVID-19 has had a great impact on the catering industry. Reducing the risk of infection in dining is crucial to the operation of the catering industry and the protection of customer health risks. This study aims to explore relationships among risk perception, restaurant safety trust and buying intentions of high-end restaurants' consumers, and to understand importance degree of epidemic prevention measures. This study uses a questionnaire survey method and the number of valid samples is 78. The influence of risk perception and restaurant safety trust on buying intentions in high-end restaurants are measured with regression analysis; the presence and absence of epidemic prevention measures are measured with the Kano two-dimensional quality design model. The results of the study show that: (1) Consumers' risk perception of COVID-19 has no significant influence on buying intentions in high-end restaurants; (2) Safety trust in high-end restaurants has a significant influence on consumers' buying intentions; (3) 14 epidemic prevention measures are must-be quality, which show the restaurant does take epidemic prevention measures so that consumers can eat in-store with peace of mind and avoid causing consumer disgust in the post-pandemic era.

並列關鍵字

high-end restaurants ； COVID-19 ； risk perception ； restaurant safety trust ； buying intentions

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