內用外帶時顧客期望對知覺價值與顧客滿意度之影響-以麻辣火鍋店網路口碑及知覺風險為調節變項

受到新冠肺炎疫情影響，消費者的用餐型態逐漸在改變， 2021年5月台灣實施禁止內用政策，更是衝擊餐飲業。許多原先依賴內用的餐廳，或是餐廳食物本身不方便外帶等等，這些餐廳受到的影響絕對不容小覷，而這類餐廳如何在疫情影響下推出適合外帶的餐點，餐點對於消費者而言是否會因為內用或外帶而有不同心得，亦或是滿意度會有影響，都是本研究認為值得深入探討的議題。 Sufrin Hannan, Budi Suharjo, Rita Nurmalina, Kirbrandoko(2016) 研究結果顯示，顧客期望對知覺價值有顯著正向的影響，當顧客期望的認知程度愈高，會提高其知覺價值。許芸瑄(2021)發現有正向的知覺感受，對於滿意度也會有正向之提升。鄭珮君(2018)研究中表現，顧客期望正向影響滿意度，當顧客期望愈高，顧客滿意度也會隨之提高。因此本研究探討顧客期望對知覺價值與顧客滿意度之影響，並以網路口碑及知覺風險為調節變項。本研究根據文獻建立研究架構七大假設、四十二個子假設，採取立意抽樣及滾雪球抽樣方式進行調查，共收回576份有效問卷，經由基本敘述性統計、信度分析、因素分析、相關性分析、單因子變異數分析、迴歸分析、階層迴歸分析、獨立樣本T檢定、AMOS及SPSS-26分析來驗證各研究假說，研究結果顯示除了H4，其餘五大假設皆成立或部分成立，研究結論如下： H1：顧客期望對知覺價值有顯著的正向影響，成立。 H2：知覺價值對顧客滿意度有顯著的正向影響，成立。 H3：知覺價值在顧客期望對顧客滿意度之影響上的中介作用，成立。 H4：網路口碑在顧客期望對知覺價值之影響上，有顯著的正向調節效果，不成立。 H5：知覺風險在顧客期望對知覺價值之影響上，有顯著的負向調節效果，成立。 H6：不同人口統計變項在顧客期望、知覺價值、知覺風險、顧客滿意度及網路口碑有顯著差異，部分成立。 H7：內用外帶具有顯著差異，不成立。經本研究結果發現，當消費者在麻辣火鍋消費前，預期麻辣火鍋的服務、口味或用餐體驗等，而消費者去麻辣火鍋店消費後，對產品或服務總體的評價，會直接影響消費者的滿意度。消費者在參考與瀏覽網路口碑後，他人的心得評論會對自我知覺價值產生影響，參考了大多數的口碑內容之後，價值感越高則消費意願隨之提高，但當消費者感受到知覺風險時，知覺感受會下降。研究過程中由於受限於時間、人力及受訪者填答時的情境因素，因此問卷回收有效樣本數僅 576 份，受訪者大多年齡分佈於 21~30 歲，且大多消費者為學生族群，因此本研究結果僅能代表部分真實情況上述結果；由於研究主要是以麻辣火鍋內用與外帶進行比較，透過問卷調查發現受訪者，居多為內用的消費族群，因此在研究進行內用外帶比較時，較無法呈現完整的分析結果。未來研究建議：1.擴大研究對象與延長搜集樣本時間2.研究方法加上深度訪談和實際觀察3.增加研究變項。

關鍵字

顧客期望；知覺價值；顧客滿意度；網路口碑；知覺風險；麻辣火鍋

並列摘要

Affected by the new crown pneumonia epidemic, consumers' dining patterns are gradually changing, and in May 2021, Taiwan implemented a policy of banning domestic use, which has impacted the catering industry. Many restaurants that originally relied on internal use, the restaurant food itself is inconvenient to take away, most of the restaurants for internal use, the impact of these restaurants should not be underestimated, and how such restaurants launch suitable for take-out meals under the influence of the epidemic, whether the meal will have different experiences for consumers because of internal use or take-out, or satisfaction will have an impact, are the topics that this study believes are worth exploring in depth. The results of the Sufrin Hannan, Budi Suharjo, Rita Nurmalina, Kirbrandoko (2016) study show that customer expectations have a significant positive impact on perceptual value, and the higher the level of cognition that customers expect, the higher their perceived value. Xu Yunxuan (2021) found that there are positive perceptions, and there will also be a positive increase in satisfaction. In Zheng Peijun's (2018) study, customer expectations show a positive relationship to customer satisfaction. Therefore, this study explores the impact of customer expectations on perceived value and customer satisfaction, and uses online word-of-mouth and perceptual risk as the mediating variables. Based on the literature, seven hypotheses and 42 sub-hypotheses of the research framework was established, and the survey was conducted by intentional sampling and snowball sampling, and a total of 576 valid questionnaires were recovered. Through basic narrative statistics, reliability analysis, factor analysis, correlation analysis, one-factor variation analysis, regression analysis, stratum regression analysis, unique sample T testing and AMOS analysis to verify the research hypotheses, the results show that except for H4, the remaining five hypotheses are valid or partially valid. The following of result: H1: Customer expectations significantly positive impact on perceptual value-Supported H2: Perception value positively impact on customer satisfaction - Supported H3: The intermediary role of perceptual value in the impact of customer expectations on customer satisfaction-Supported H4: Online word of mouth positively adjustment effect on the impact of customer expectations on perceptual value-Non Supported H5: Perception risk negatively adjustment effect on the impact of customer expectations on perceptual value - Supported H6: Different demographic variables significantly differ in customer expectations, perceived value, perceived risk, customer satisfaction and online reputation-Partial Supported H7: The internal and external are significantly difference-Non Supported The results of this study found that when consumers expect the service, taste or dining experience of spicy hot pot before consuming spicy hot pot, and consumers go to spicy hot pot restaurants to consume, the overall evaluation of products or services will directly affect consumer satisfaction. After consumers refer to and browse the network word of mouth, other people's experience reviews will have an impact on the value of self-perception, after referring to most of the word-of-mouth content, the higher the sense of value, the higher the willingness to consume, but when consumers feel the perceptual risk, the perception will decline. During the research process, due to the limitation of time, manpower and the situational factors when the respondents filled in the answers, the number of valid samples recovered from the questionnaire was only 576, most of the respondents were distributed in age from 21 to 30 years old, and most of the consumers were students, so the results of this study can only represent some of the above results; Since the study mainly compared the internal use and the outer belt of the spicy hot pot, the respondents found through the questionnaire survey that most of the respondents were consumer groups for internal use, so when the study compared the internal and external belts, it was impossible to present a complete analysis result. Future research recommendations: expand the study object and extend the sample collection time, research methods plus in-depth interviews and practical observations, and increase research variations.