年菜外賣菜單設計影響因素之探討

The Investigation to the Design Menu Effect on the Fete Day's Ready to Eat Meal

陳貴凰(Kaui-Hwang Chen) ； 石名貴(Ming-Kuei Shih)

《餐旅暨家政學刊》 1卷2期 (2004/12) Pp. 175-202

https://doi.org/10.6572/JHHE.1(2).4

摘要

台灣地區年菜市場規模在2004年已達10億元台幣，相較以往產值成長近二倍，並且普及率亦首次達到近一成，預期未來年菜之外賣商機將會大幅成長。是故，在整個年菜外賣銷售計劃中菜單設計便顯得格外重要。本研究利用電話訪談1,044位台灣本島20歲以上民眾，以消費者觀點來探討影響年菜外賣菜單設計的因素。研究發現外賣年菜消費需求變數與部分年菜外賣菜單設計變數之間呈現顯著正相關。而居住區域則與菜單組合形式之間具有顯著性差異，其中北部地區民眾偏好菜單組合形式爲套餐與單點並存者較多；中部是以套餐居首位；南部則爲單點菜單佔第一位。再者，研究結果亦顯示外賣年菜消費需求變數內之用餐地點、人數、資訊來源分別對年菜外賣菜單設計影響因素中的菜品數目多寡達顯著水準。又人口統計變數和外賣年菜消費需求變數中除了婚姻狀況之外，其餘變數皆與年菜用餐消費額呈現顯著性差異。綜合上述結果顯示，影響年菜外賣菜單設計的因素包含消費者人口統計變數、外賣年菜消費需求變數。

關鍵字

菜單 ； 餐飲 ； 餐廳 ； 外賣 ； 年菜

並列摘要

The Investigation to the Design Menu Effect on the Fete Day's Ready to Eat Meal The market on the fete day's ready to eat meal has occupied a portion of 10 hundred million market in the year of 2004 in Taiwan. It has become, dramatically, a double- increase and has been accepted by more and more consumers recently. Without questions, there will have a huge market in the future. In this case, it seems of significance to discuss the promotion of the menu design to the fete day's ready to eat meal. This research aims at the investigation of the effect of the menu design on the consumers buying behavior. The study utilized the telephone interview to the 1,044 20-year-and-plus residents in Taiwan. The research showed an interrelation between the consumers behavior to the fete day's ready to eat meal with its menu design. Likewise, different regions of consumers have an effect on these differences. Among these, the south-Taiwan consumers prefer both set meal and single selection order, those in mid-Taiwan prefer set menu selection, and those who in north Taiwan prefer using single selection order at their first choice. Moreover, it also shows a clear effect on the location choice､number of order､information source etc…to the category of fete day's ready to eat meal. Apart from the result as above, it is found that the demand and supply lead consumers to a different choice accord with and price, besides consumer's marriage status. To synthesize all the result shows as above, it is concluded that the consumers, supply and demand etc… have significant effect on the design menu of the fete day's ready to eat meal.

並列關鍵字

menu ； foodservice ； restaurant ； takeout ； Fete Day's ready to eat meal

參考文獻

文長安、劉國鎮()。

王秀瑩(2000)。咖啡連鎖店市場區隔及其消費行爲之研究。國立東華大學。

甘玉松(1991)。茶類飲料市場態勢與消費者行爲之研究。中國文化大學。

吳菊、陳貴凰()。

吳菊、陳貴凰()。