Influence on Purchase Intention That Image of Exotic Restaurants with Different Countries of Origin Have

異國餐廳之來源國形象購買意願的影響

陳乃瑜(Nai-Yu, Chen)

《運動健康休閒學報》 8期 (2017/04) Pp. 1-7

摘要

When we choose products, we will definitely see where they are made from. The country of origin represents the brand characteristics of the restaurants. In Taiwan, we have lots of exotic restaurants which have replaced the Taiwanese way of eating and become a trend. Thus we want to realize which country is the most popular for customers. We adopt a questionnaire survey with 301 valid questionnaires by using SPSS statistical software to conduct the information analysis, including reliability analysis, descriptive statistical analysis and regression analysis. The main findings are summarized into the following conclusions: When it comes to the level of consent in Japanese restaurants, the highest level is that the product from the country is reliable while the lowest is people agree the price in the restaurant is affordable. Speaking of the level of consent in Italian restaurants, the highest is that people agree people living in high standard of living, the lowest being people agreeing that the quality of the products are high. As for Thai restaurants, the highest level is that people agree the price of the restaurant is reasonable, the lowest being that people think the Thai employees are friendly. For Korean restaurants, the highest level is that they have a comfortable dining environment, the lowest being they have high standard of living. The study makes use of regression analysis to verify the four countries' influence on purchase intention. Italian restaurants show the significant influence on purchase intention. In this study, we use regression analysis to verify four countries on the impact on purchase intention. Italian restaurants exert a significant positive impact on purchase intention.

關鍵字

Exotic Restaurants ； Purchase Intention ； Image of Countries of Origin

並列摘要

我們選擇產品都會看是哪個國家製造的，而來源國就是代表餐廳的品牌特色，台灣目前有許多國家的異國餐廳，已取代台灣的飲食方式，已成為飲食流行趨勢，所以想瞭解究竟哪一國的餐廳是比較讓消費者想購買的。本研究採用問卷調查法，有效問卷為301人，以SPSS統計軟體進行資料分析，包括信度分析、敘述性統計分析與迴歸分析。主要發現歸納成結論如下：消費者同意程度在日本餐廳方面，最高為該國家生產的產品是可信賴的；最低為同意該國家餐廳價格合理。消費者同意程度在義大利餐廳方面，最高為同意該國家具有高度生活水準品質；最低為同意該國家生產的品質為高品質。消費者同意程度在泰國餐廳方面，消費者同意程度最高為該同意該國家餐廳價格合理；最低為同意該國家的員工態度親切。消費者同意程度在韓國餐廳方面，消費者同意程度最高為同意該國家具有舒適用餐的環境；最低為同意該國家具有高度生活水準品質。本研究運用迴歸分析檢定四個國家對購買意願之影響程度，義大利餐廳對購買意願呈現顯著的正向影響。

並列關鍵字

來源國形象 ； 購買意願