高雄市消費者麵包購買行為之研究

A Study of Consumer Behavior on Purchasing Bread in Kaohsiung City

蔡依庭(Yi-Ting Tsai)

指導教授 ： 郭德賓

國立高雄餐旅大學/餐旅學院/餐旅管理研究所在職專班/碩士(2013年)

摘要

隨著環境變遷，國人生活水準的提升，讓傳統麵包店不敵趨勢紛紛轉型，所販售的產品種類較為多樣化，除了台式麵包也增添改良的台式歐包，外表類似歐式麵包但口感像似台式軟麵包。業者為了迎合消費者的需求，讓消費者有多種選擇，以便增加買氣和銷售量，也有業者堅持傳統的老手藝來代表產品的特色，但如何從眾多的競爭中脫穎而出，將是一項困難的挑戰。本研究以高雄市經營型態不同的麵包店之吳寶春、胖達人與純發麵包店為進行研究。探討影響顧客滿意的相關因素，分析各項影響因素對顧客滿意的影響效果。比較不同類型麵包店之間在顧客滿意上，有顯著的差異性，並且不同人口統計變數的消費者在顧客滿意上的差異性。研究結果發現：（1）消費者對於麵包購買行為的影響因素為：「環境與服務」、「產品與折扣」、「形象與廣告」與「試吃與代言」。（2）消費者麵包購買行為的「影響因素」對於「顧客滿意」。（3）經由全數單因子變異數「人口統計變數」對消費者在麵包購買行為的「顧客滿意」，有顯著的差異。

關鍵字

麵包 ； 購買行為 ； 顧客滿意

並列摘要

With environmental transition and compatriots’ living level enhancement, traditional bakery shops are unable to match such a tendency and, one after another, seeking for transformation, thus, the bakery category in sales becomes so diverse that Taiwanese bread is added with European style, not only ostensibly looks like European bread, but also tastes like Taiwanese flavor. In order to cater to consumers’ requirement, the dealers provide various options for them for the increase of the buying and sales volume while others insist on their traditional craftsmanship to represent the product character. Nevertheless, how to stand out from so many competitors will be a tough challenge. This study is taking Wu Bao-chun, Pandaren, and Junfa’s bakery shops for example---they apply dissimilar styles to running business at Kaohsiung City. Thereby we explore the relevant factors that influence customers’ satisfaction, and then analyze the influential effect of the said factor to customers’ satisfaction, so as to compare if there is any obvious difference between them among diverse bakery shops. The research findings discover:
1) The “Effect Factor” on consumers’ behaviors to buy bread at Kaohsiung City is respectively the “Environment and Service”, “Product and Discount”, “Image and Advertisement”, and “Free Trial and Endorsement”. 2) There is a relevant regression between the “Effect Factor”(on consumers’ behaviors to buy bread at Kaohsiung City) and the “Customers’ Satisfaction”. 3) Through all ANOVA, the “Demographic Statistics” has a striking discrepancy onto the “Customers’ Satisfaction’ in respect of consumers’ behavior to buy bread at Kaohsiung City, except for the “Marriage” and the “Educational Background” have not obtained the support.

並列關鍵字

Bread ； Consumers’ behavior ； Customers’ satisfaction

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