寵物餐廳關鍵成功因素與消費者滿意度及行為意圖之關係

The Role of the Critical Success Factors and Customer Satisfaction in Determining Customer Behavior Intention in the Pet Restaurants

吳婉綺(Wu Wan-Chi)

指導教授 ： 方進義

國立臺灣師範大學/運動與休閒學院/運動休閒與餐旅管理研究所/碩士(2017年)

https://doi.org/10.6345/NTNU202202621

摘要

臺灣民眾飼養寵物的比例漸漸提高，而隨著寵物與飼主的關係越來越密切，飼主對提供寵物相關之市場也有更高的要求，許多飼主甚至會特地為寵物尋找友善的餐廳環境，因應此現況改變，有越來越多的餐廳開始設計為寵物餐廳。然而，餐廳的選擇種類眾多，故了解飼主的消費動機及寵物餐廳的關鍵成功因素是一個非常重要課題。本研究試圖分析愛評網上之消費者對寵物餐廳之評論以了解寵物餐廳之關鍵成功因素，透過兩次焦點團體訪談得到研究問卷題項後再經由三位專家進行專家問卷效度分析，之後於網路發放45份前測問卷作為本研究問卷之信度測驗，後以立意抽樣之方式發放正式問卷，共回收260份有效問卷。本研究透過描述性統計分析、驗證性因素分析與結構方程模型 (Structural Equation Modeling, SEM) 探討寵物餐廳關鍵成功因素與消費者滿意度及消費者行為意圖之關係，本研究結果發現餐點品質、餐廳氣氛、清潔度、餐廳名氣對消費者滿意度有正向顯著影響，而服務、餐廳位置、物超所值程度則對消費者行為意圖有正向顯著影響，另外，透過拔靴法得知餐廳名氣、餐點品質及餐廳氣氛會透過消費者滿意度影響消費者行為意圖，研究結果可以作為未來寵物餐廳經營者發展適當經營策略之參考。

關鍵字

寵物餐廳 ； 關鍵成功因素 ； 消費者滿意度 ； 消費者行為意圖

並列摘要

It has become a trend to have a pet. In addition, with the relationship between the owner and his/her pets becoming more intimate, owners tend to have a higher demand toward pet-related markets. Many owners even go as far as to find a more pet-friendly restaurant. This is the reason why more and more restaurants are being designed as pet restaurants, causing an abundance of them in the pet restaurant industry. Thus the importance of understanding the motivation in purchasing and the critical success factors of a pet restaurant are the main stream of the study. This research focuses on analyzing the reviews of a number of pet restaurants from consumers on iPeen in order to acquire a better understanding of the critical success factors of a pet restaurant. Through two kinds of focus group, the study designed a questionnaire which passed through validity analysis conducted by three expert. After being sent 45 copies of the pre-test questionnaire via internet as a reliability analysis, this study using purposive sampling to hand out official questionaires. The study collected 260 effective questionaires, and through the use of statistical analysis, confirmatory factor analysis, and structural equation modeling (SEM) to find the relationship between the critical success factors of pet restaurants and satisfaction and the behavioral intentions of consumers. This study revealed that atmosphere, food quality, cleaness, and reputation display positive significance towards customer satisfaction. In addition, by using bootstrapping, this study discovered that restaurant reputaion, food quality, and atmosphere will influence customer intention through customer satisfaction. The findings of this research will provide a reference for pet restaurant managers to develope business strategies.

並列關鍵字

pet restaurant ； critical success factors ； satisfaction ； behavioral intention

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