台灣小吃消費者行為之研究—以圓環邊蚵仔煎為例

本論文主要是針對台灣小吃消費者行為進行研究，從消費者方面去了解選擇夜市小吃的因素。並且以得過米其林必比登殊榮的圓環邊蚵仔煎為例，分析消費者行為模式，並探討消費者對此店家商品之滿意度。本研究先使用服務藍圖了解圓環邊蚵仔煎的整體服務流程與相關作業，接下來進行消費者問卷調查，以了解顧客基本背景、消費習慣、消費者購買動機以及消費者滿意度。進一步地，我們針對生產端與消費端分別繪製流程程序圖，進一步了解細部作業以作為流程改善之參考。最後，我們提出7 幾點建議給予店家未來改善或是提升營業額的參考，包含提升品牌形象、增加榮獲米其林的知名度、座位安排規劃、擴展外送服務、提供內用套餐選項、提供多元化支付方式、增加曝光度等。

關鍵字

服務藍圖；流程程序圖；消費者行為；蚵仔煎；夜市

並列摘要

This thesis is to study the consumer behavior of Taiwanese snacks, and to understand the factors of choosing night market snacks from the perspective of consumers. We take Yuan Huan Bien, which has won the Michelin Bib Gourmand award as an example, to analyze the consumer behavior pattern and explore consumers' satisfaction with the store's products. This research first uses the service blueprint to understand the overall service process and related operations of Yuan Huan Bien, and then conducts a consumer questionnaire to understand the basic background of customers, consumption habits, consumer purchasing motivation and consumer satisfaction. Further, we draw flow process charts for the production end and the consumer end respectively. That helps us understand the detailed operations so as to make a reference for process improvement. Finally, we provide 7 suggestions for store owners to improve or increase their turnover in the future, including enhancing brand image, increasing Michelin-winning reputation, seating arrangements, expanding delivery services, providing in-house package options, and providing diversified payments method, and increase exposure.