婚宴儀式消費決策過程之研究-以桃園地區為例

A Study of the Decision Making on Wedding Reception Spending -Taking Taoyuan Area as an example

簡櫻招(Ying-Chao Chien)

指導教授 ： 陳志萍

元智大學/管理學院/管理碩士在職專班/碩士(2013年)

https://doi.org/10.6838/YZU.2013.00159

摘要

本研究主要探討桃園地區消費者婚宴儀式消費決策過程中之評估因素與決策。根據文獻指出，每對新人結婚之平均支出大約為七十萬元左右，結婚花費每年大約為八百億元，其中高達96.3%選擇舉辦結婚宴席，每對新人婚宴支出平均為41.8萬元，佔結婚總費用之56.13％。而飯店餐飲部宴會廳之營收約佔飯店總收入40％～80％，其中婚宴為最重要，也是最龐大之餐飲收入來源。

本研究採質性研究以深度訪談，透過文獻探討及面對面口說方式，針對二年內於桃園地區舉辦婚宴的新人，以消費者的角度探討婚宴儀式消費決過程中最重要之評估因素，瞭解新人在婚宴儀式過程中的期待，並找出新人最需要的貼心服務，提供給桃園地區飯店及餐飲業者相關的訊息，以拉近供與需之間認知的落差。

　　根據本研究之結論，提出相關實質建議，除提供給消費者參考外，更可提供給餐飲業者作為擬定行銷策略時之參考。

關鍵字

婚宴儀式 ； 消費決策過程

並列摘要

This study was focused on the exploration of the evaluation factors and the decision making of consumers on the spending of wedding reception in Taoyuan area. Literatures showed that the spending of each newly-wed couple on the wedding is approximately 700,000 New Taiwan Dollars (NTD) on the average. The total expenses of wedding each year is about NTD 80 billion, up to 96.3% of it is on the wedding feast. The expenses of each couple on the wedding reception is approximately NTD418,000, 56.13% of the total wedding expenses. The revenue of the ball room of the food and beverage department in a hotel amounts up to 40 to 80% of the total hotel revenue, in which the wedding reception is the most significant one, it is also the biggest source of food and beverage revenue.

This study adopted qualitative study with in-depth interviews, through literature reviews and in-person dialogues, from the consumer view point to explore the most important evaluation factors of making decision on wedding receptions. The newly-wed couples in Taoyuan area in the last two years were sampled. The expectation of newly-wed couples to the process of the wedding reception was learned and the most considerate services needed by newly-wed couples were discovered. The result of the study can be used as a reference for the hotels and restaurants in Taoyuan area, in order to shorten the gap of recognition between supply and demand.

This study also provided practical recommendations based on the results, as the reference for consumers as well as food and beverage business while drafting marketing strategies.

並列關鍵字

Wedding reception ； Decision making on spending

參考文獻

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