How Product Attributes of Japanese Restaurant Influence Behavioral Intention

日本餐廳產品屬性對行為意圖的影響

陳乃瑜(Nai-Yu, Chen)

《運動健康休閒學報》 8期 (2017/04) Pp. 95-101

摘要

With the advance of living standard and rise of consumers' awareness, customers are paying more and more attention to not only the quality of ingredients but also to the hygiene, speed, quality and taste. Besides choosing the food they want, what are the other factors that affect customers in choosing from restaurants? We adopted a questionnaire survey with 250 valid questionnaires by using SPSS statistical software to conduct the information analysis, including reliability analysis, descriptive statistical analysis and regression analysis. The analysis showed that four variables had reached significant standard, including ＂new cuisines are often created＂, ＂characteristic decoration＂, ＂make sure the meals are safe and sanitary＂, and ＂constantly provide customers with surprises＂.

關鍵字

Restaurant Attributes ； Behavioral Intentions

並列摘要

隨著消費主義的抬頭，國民素質的提升，消費者除了對用餐食材的品質愈來越講究，不僅要求、快速、品質、衛生及口味特色等。消費者除了對於食材種類的選擇要求之外，其它會影響消費者選擇日本餐廳的因素又有哪些呢？本研究採用問卷調查法，有效問卷為250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。分析結果如下:『餐點內容求新求變』、『裝潢具特色』、「確保餐點衛生安全」「不時提供顧客驚喜的額外服務」，共有四個變項有達到顯著水準。

並列關鍵字

餐廳產品屬性 ； 行為意圖