兩岸連鎖餐飲業服務提供者與顧客之分擔責任及情緒反應對購買意願影響之研究

Cross-Strait Chain Restaurant Industry Service Providers and Customers of Shared Responsibility and Willingness to Buy Emotional Reaction Impact Study

封德台(De-Tai Fon) ； 方顯光(Hsien-Kuang Fang) ； 陳致瑋(Zhi-Wei Chen)

《華人前瞻研究》 7卷2期 (2011/11) Pp. 21-41

https://doi.org/10.6428/JCTF.201111.0021

摘要

本研究延伸Lawler's的論點（在社會交換理論上的影響）社會交換可以創造一個分擔責任知覺至服務環境中，及預測在服務結果上不可分割性讓顧客產生的分擔責任知覺，進而造成情緒狀況，當情緒是正面時，應該對服務提供者增加顧客的購買意願。這項研究期能幫助連鎖餐飲業者了解如何讓顧客成為服務業者的忠實者。本研究採用量化方法進行資料分析，以「兩岸連鎖餐飲業服務提供者與顧客之分擔責任及情緒反應對購買意願影響之研究」進行問卷調查，並以兩岸連鎖餐飲業者之顧客為研究對象，探討變相之問是否有關聯性。本研究採便利抽樣，於上海和台灣以發放問卷方式進行研究調查，合計取得450份問卷，有效問卷共442份，回收率為88%；以AMOS結構方程式檢驗假設之關係。研究結果表示顧客在服務結果上對分擔責任的知覺符合顧客在服務環境的情緒經驗，因而影響了他們對餐廳的購買意願。

關鍵字

分擔責任 ； 情緒反應 ； 購買意願

並列摘要

This study extends Lawler's The arguments point (in the social exchange theory on the impact of) social exchange can create a shared responsibility of perception to the service environment, and predict the service results on the undivided nature of customers generated by shared responsibility perception, and thus lead to emotional status, when the mood is positive, the service providers should increase the customer's purchase intention. The study period will help chain restaurants to understand how to make customers to become service providers loyalists. In this study, quantitative methods to conduct data analysis to ”Cross-strait chain restaurant industry service providers and customers Of shared responsibility and emotional reaction to the impact of purchase intention ”to conduct the survey, and the two sides of the chain restaurant industry customers for the study to explore whether the Federation of between disguise. This study used convenience sampling, in Shanghai and Taiwan to conduct a study released survey questionnaire, to obtain the total 450 questionnaires, 442 valid questionnaires were a total recovery rate was 88%; AMOS structural equation to test the hypothesis of the relationship. The results indicated the results of Customer service on the perception of shared responsibility to meet customer's emotional experience in the service environment, thus affecting their restaurant In order to purchase intention.

並列關鍵字

Shared Responsibility ； Emotional Response ； Purchase Intention