餐廳消費者社經背景與產品涉入、知覺風險及購買意願之相關性

The Relationship between the Social – Economic Background of Restaurant Customers and Product Involvement, Perceived Risk and Purchase Intention

戴詩芹(Shih-Chin Tai)

指導教授 ： 李正文

中原大學/商學院/國際經營與貿易研究所/碩士(2014年)

https://doi.org/10.6840/cycu201401026

摘要

中文摘要
　　根據全國營養師公會的統計顯示，2013年台灣每日外食人口已高達2千萬人次，餐飲市場規模蓬勃，餐廳的消費情況亦相當重要。
　 本研究主要探討不同餐廳消費者之社經背景與產品涉入、知覺風險的關係，以及產品涉入、知覺風險對購買意願的影響。本研究以性別、年齡、職業、教育程度、婚姻狀況以及平均收入，作為衡量社經背景的構面。 透過問卷調查法，以餐廳消費者為對象，共回收有效問卷124份。所得資料以統計軟體SPSS進行分析，分析問卷之信度與因素分析測驗，類別變相對於變數之檢定結果，並進行迴歸分析，研究結果發現：
1. 餐廳消費者的性別，教育程度以及婚姻狀況對於產品涉入並無顯著差異；而不同年齡，職業與平均收入的餐廳消費者對於產品涉入有顯著差異。
2. 餐廳消費者的社經背景與其知覺風險無顯著相關性。
3. 餐廳消費者的產品涉入會正向顯著影響購買意願。
4. 餐廳消費者的知覺風險會負向顯著影響購買意願。

關鍵字

產品涉入 ； 知覺風險 ； 購買意願

並列摘要

Abstract
According to the survey of Taiwan Dietitian Association, the number of out-dining population in Taiwan has been reached to 20 million per day. Since the size of catering market is huge and growing, the consumer behavior on restaurant choosing is very important.
This study intends to explain the relationship between the background of restaurant customers, product involvement and perceived risk, also examine the effect of consumer product involvement and perceived risk on purchase intention through restaurant customers’ perceptions.
This study use gender, age, occupation, education, marriage and average income as the facets of restaurant customers’ background.
Through questionnaire survey, we got 124 results from restaurant customers. This study use SPSS program to analyze the data, to examine reliable analysis, factor analysis and regression analysis.
The result of this study are as follow:
1. There was no significant difference between Gender, education, marriage of restaurant customers and product involvement of restaurant customers. There was significant differences between age, occupation, average income of restaurant customers and product involvement of restaurant customers.
2. There was no significant difference between restaurant customers’ background and their perceived risk
3. The product involvement of restaurant customers has a significant positive effect on purchase intention.
4. The perceived risk of restaurant customers has a significant negative effect on purchase intention.

並列關鍵字

Purchase Intention ； Perceived Risk ； Product Involvement

參考文獻

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