美食資訊搜尋、購後認知失調、與購後反應之研究

A Study of Food-related Information, Post-purchase Cognitive Dissonance, and Post-purchase Reactions

黃玉潔(Yu-Chieh Huang)

指導教授 ： 林宜親

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(2011年)

https://doi.org/10.6825/NKUHT.2011.00039

摘要

本研究根據認知失調理論為基礎，探討消費者美食資訊搜尋、購後認知失調、與購後反應。以九十九學年度高雄地區大專院校學生為研究對象，採用分層抽樣法，問卷共計發放515份，有效問卷為500份，有效回收率達97.09%。研究結果發現，受試者產生美食購後認知失調主要因素為：「選購智慧失調」、「自責焦慮」、與「情緒激動」；購後反應則有三種情形：「合理化」、「外部支持」、與「忽略或改變」。整體而言，受試者選購餐食之資訊來源主要為「親友推薦」；而依賴此管道資訊選擇餐食，最易讓受試者產生購後認知失調。當購後認知失調發生，受試者多「感到失望」，並採取「不再選擇這些餐食」的消極反應。

關鍵字

美食資訊搜尋 ； 購後認知失調 ； 購後反應

並列摘要

This main purpose of this study is to investigate the relationships among food-related information, post-purchase cognitive dissonance, and post-purchase reactions, based on cognitive dissonance theory. The sample of this study, undergraduate students from Universities in Kaohsiung, was selected by using cluster sampling technique. In all, 515 questionnaires were distributed, and 500(97.09%) were valid. The results indicated respondents usually choose dishes based on their families’ and friends’ recommendations; and they may result in high post-purchase cognitive dissonance. With post-purchase cognitive dissonance, most respondents felt disappointed and would not choose the specific dishes again. However, they would not complain about the restaurants.

並列關鍵字

food-related information research ； post-purchase cognitive dissonance ； post-purchase reactions

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