日式燒肉餐廳消費者心智模式及共識地圖之探討

Exploring the Japanese Yakiniku Restaurant of Consumers' Mental Models and Consensus Maps

枋昱甄(Yu-Chen Fang)

指導教授 ： 蔡子安

國立臺中科技大學/資訊與流通學院/流通管理系碩士班/碩士(2018年)

摘要

本研究透過隱喻誘引法(ZMET)誘引受訪者闡述日式燒肉餐廳對於自身所產生的意義，以獲取消費者的心智模式，接著運用方法目的鏈將受訪者的心智模式進行分層，並且繪製共識地圖，並從中理解影響行為的關鍵因素。
研究結果顯示燒肉吃到飽消費者之心智模式為「食材多樣化-餐點續點-滿足」、「食材多樣化-餐點續點-愉悅」、「用餐對象-聚餐-愉悅」、「燒烤味-去除味道-困擾」、「排隊候位-等待時間-期待」；而燒肉套餐消費者之心智模式為「用餐服務-桌邊服務-幸福」、「用餐對象-聚會-愉悅」、「價格高-荷包失血-值得」、「用餐環境-氣氛昏暗-舒適」、「餐點-餐點品質-美味」、「餐點-餐點品質-期待」、「餐點-餐點品質-驚喜感」。
另外，本研究也發現燒肉吃到飽及燒肉套餐都均有「愉悅」及「期待」兩項最終價值，但引導出的屬性卻不相同。最後藉由研究結果了解燒肉吃到飽及燒肉套餐消費者心智模式背後的價值感受，並將其應用於日式燒肉餐廳業者擬訂行銷策略參考之用。

關鍵字

燒肉吃到飽 ； 燒肉套餐 ； 心智模式 ； 隱喻誘引法 ； 方法目的鏈

並列摘要

This study uses the Zaltman Metaphor Elicitation Technique (ZMET) to elicited respondents’ self-generated meanings of Japanese Yakiniku restaurant, and gain the mental model of consumers. Then, using Means-end chain analysis to separate the respondents mental models into levels based and produce the consensus map, realizing the main driving element of affecting the movement.
The study result shows that buffet of Japanese Yakiniku restaurant consumers’ mental models is “diversified of ingredients-order more-satisfy’’ , “diversified of ingredients-order more-pleasant”, “dining partner-dine together-pleasant’’, “BBQ flavor- remove flavor-obsession”, “queue-waiting time-expectancy”. The set of Japanese Yakiniku restaurant consumers’ mental models is “dining service-table service-happiness”, “high price-no money-worth”, “dining environment-dim atmosphere-comfortable”, “meal-meal quality- delicious”, “meal-meal quality- expectancy”, “meal-meal quality-surprise”.
In addition, this study digs out buffet and set of Japanese Yakiniku final value both of “pleasant” and “expectancy”, either attributes not the same. Finally, the study result can understanding buffet or set of Japanese Yakiniku restaurant consumers’ mental models value in the heart. Then apply to proposed marketing strategy of Japanese Yakiniku restaurant.

並列關鍵字

Buffet of Japanese Yakiniku ； Set of Japanese Yakiniku ； Mental Model ； Zaltman Meataphor Elicitation Technique ； Means-End Chain

參考文獻

參考文獻

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Catchings-Castello, G. (2000). The ZMET Alternative A nontraditional, multidisciplinary technique lets marketing researchers analyze what customers want. Marketing Research, 12(2), 7-14.

den Uijl, L. C., Jager, G., de Graaf, C., & Kremer, S. (2016). Exploring the functional mealtime associations of older adults through consumer segmentation and a means-end chain approach. Appetite, 107, 613-622.