中式速食連鎖餐廳消費者外食價值與消費知覺關係之研究

The Relationship of Consumer Eating-Out Values and Consumer Perceptions of Chinese Fast-Food Chain Restaurants

蘇靖淑(Ching-Shu Su)

《休閒暨觀光產業研究》 2卷1期 (2007/10) Pp. 133-146

https://doi.org/10.6158/JLTIR.200710_2(1).0009

摘要

本研究將以台灣中式速食連鎖餐廳為對象進行研究，探討消費者之外食價值、消費者的消費知覺，以及二者之間的關係。本研究以便利抽樣的方式進行問卷調查，共計發出600份問卷，有效問卷為316份，回收率為52.7%。採用的資料分析方法包括敘述性統計、因素分析、單因子變異數分析與相關分析。研究結果發現消費知覺的測量項目中，消費者評分最高的項目為「服務人員可提供正確的帳單」，評分最低的項目為「餐廳所屬連鎖體系經常有創新餐點的推出」。而功利型價值取向與消費知覺之確實與便利性、餐點價值與品牌形象成正相關，而享樂型價值取向與消費知覺之服務與用餐環境、客訴處理與創新性成正相關。最後，提出結論、研究限制與未來研究之建議。

關鍵字

速食 ； 連鎖餐廳 ； 消費者價值 ； 消費知覺

並列摘要

This research focused on Chinese fast-food chain restaurants and explored consumer eating-out values, consumer perception and their relationship. The data were collected by means of a questionnaire survey administered to a convenient sampling. Totally, there were 316 valid questionnaires obtained from 600 distributed. Statistical techniques conducted include descriptive statistics, factor analysis, One-way ANOVA and correlation analysis. In the results of this study, for consumer perception, the highest item was ”the server can provide correct bill”, and the lowest one was ”the chain restaurants usually offer new meals”. For the relationship of consumer values and consumer perception, the consumers with utilitarian values are positively correlated with the assurance and convenience, the value of meals and brand image. Furthermore, the consumers with hedonic values are positively correlated with service and dining environment, dealing with customer complaints and creativity. Finally, conclusion, suggestions and research limitation were discussed.

並列關鍵字

fast food ； chain restaurant ； consumer values ； consumer perception

參考文獻

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