探討消費者飲食價值觀、態度對餐廳製調理食品購買及訂閱意願之關係

Exploring the Impact of Eating Values and Attitude towards Purchase and Subscription Intentions of Restaurant-Prepared Foods

胡嘉純(Hu Chia-Chum)

指導教授 ： 麥康妮

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(2022年)

https://doi.org/10.6345/NTNU202201133

摘要

「訂閱服務」 (subscription services) 被視為一種商業模式創新的策略，透過「服務」取代「商品」，將一次性購買產品的顧客轉換為長期的訂戶 (subscriber)。對於許多餐飲業者而言，訂閱服務不失為一種新的競爭模式。因此，本研究旨在利用延伸性計畫行為理論，瞭解消費者飲食價值觀，態度、主觀規範和知覺行為控制對於餐廳製調理食品的購買意願之關係，以及探討購買意願對訂閱意願之影響，以期提供給未來餐飲業者參考。
本研究採用立意抽樣法，以有意願購買餐廳製調理食品之消費者為研究對象，自2022年1月至3月發放於本研究範例中的臺北內湖提媽媽義式餐廳，透過QR Code方式進入SurveyCake線上問卷調查平臺進行問卷填答，共有514人回覆，扣除無效問卷20份後，有效問卷共494份，有效回收率為96.1%。所得的資料透過統計軟體SPSS 23.0與 AMOS 24.0分析。研究主要發現：(一) 飲食價值觀共萃取出功利價值、享樂價值及廚藝價值三個因素，而功利價值、享樂價值對態度有顯著正向關係；(二) 態度、主觀規範對購買意願有正向顯著影響；(三) 購買意願對訂閱意願有正向顯著影響。
研究結果亦顯示，餐廳製調理食品可以冷凍為主，電鍋復熱，份量以1-2人為單位；以品質為重，價格為輔，並兼具便利性；在訂閱服務上，可以策劃訂閱為主軸，將金額落在一千元左右，保留消費者對訂閱的彈性。此外，可先將餐廳製調理食品品牌化，再進行線上線下的品牌整合，並思考異業結盟的可行性，對於消費者即可保有一定的新鮮度，又可擴大品牌的客群。COVID-19疫情對人們的飲食習慣造成莫大的改變，是餐飲業者的危機，亦是轉機。

關鍵字

訂閱服務 ； 訂閱經濟 ； 餐廳製調理食品 ； 延伸性計畫行為理論 ； 飲食價值觀

並列摘要

Subscription economy is a new business model innovation strategy, which turns customers into subscribers in order to develop recurring revenue. This study attempts to expand the theory of planned behavior to examine the effects of consumers’ eating values, attitudes, subjective norms, and perceived behavioral control on the purchase intention towards restaurant-prepared foods, and to explore the influence of purchase intention on subscription intention.
A purposive sampling was employed, and eligible respondents were individuals who were willing to buy restaurant-prepared foods. The main survey was conducted between January and March 2022 by using the online survey platform SurveyCake through QR Code at Taipei TiMaMa Deli & Café. After eliminating invalid responses, 494 valid responses were obtained for analysis. Data were analyzed using SPSS 23.0 and AMOS 24.0 software. We found that eating values can be distinguished into three different factors including utilitarian value, hedonic value, and culinary value. The results confirmed that utilitarian value and hedonic value positively affected consumers' attitudes towards restaurant-prepared foods. Attitudes and subjective norms exerted a significant positive influence on purchase intention. Besides, there was a positive impact between purchase intention and subscription intention. Our research findings also shed light on consumers’ preferences and needs relating to restaurant-prepared foods. For example, the sample tended to prefer restaurant-prepared foods that are frozen, can be reheated by automatic cooker or steamer, and package size for 1-2 person. Their main concerns included quality, price, and convenience. The sample tended to accept curated subscriptions that can maintain flexibility and are priced below NT$1,000 per month. In addition, branding the restaurant-prepared foods first, combining offline and online marketing, and considering the probability of the cross-industry alliance can be effective strategies to increase consumers’ purchase and subscription intentions. By harnessing the potential of this new consumption pattern, the COVID-19 crisis can be turned into an opportunity for the catering industry.

並列關鍵字

Subscription economy ； subscription services ； restaurant-prepared foods ； extended theory of planned behavior ； eating values

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