消費者西式速食餐廳消費動機因素分析-以台南，高雄及屏東地區之麥當勞為例

Consumption motivation factor analysis of western fast food restaurants - A case study of McDonald's Tainan, Kaohsiung and Pingtung area.

王啟民(Chii-Men Wang)

指導教授 ： 薄喬萍

義守大學/管理學院/管理碩博士班/碩士(2014年)

https://doi.org/10.6343/ISU.2014.00199

摘要

有鑑於近年來消費市場的更迭，西式速食餐廳的經營策略也不斷地隨之改變，從各種促銷活動的設計，餐點內容的變化，食品口味的調整，人員服務品質的訓練，餐廳裝修風格，乃至餐廳設施功能，新餐廳地點的選擇等等，都必須考量到消費者的需求，迎合消費者的需求，因此希望藉由本研究，發現出目前顧客真正的期望是什麼?到底是什麼最能激發顧客的消費意願，有了這些答案，除了可以提供給現有麥當勞餐廳做為營運的參考，亦可為未來麥當勞在開設新餐廳時做為考量的因素方向。
本研究以麥當勞台南、高雄、屏東地區餐廳的店內用餐顧客為研究對象，探討麥當勞顧客之消費動機的相關情形。採用問卷調查法作為資料收集的工具，並以立意取樣方式進行問卷調查。
所得問卷資料經專家權重分析、迴歸分析兩種統計方法進行資料實證分析，期望藉由本研究，發現出目前顧客真正的期望是什麼？到底是什麼最能激發顧客的消費意願？有了這些答案，除了可以提供給現有麥當勞餐廳做為營運的參考，亦可為未來麥當勞在開設新餐廳時做為考量的因素方向。
結果如下：
一、不同「年齡」的消費者，「優惠」的影響度高於「便利性」及「食品安全」。
二、不同「教育程度」的消費者，「優惠」的影響度是非常高的。
三、不同「消費次數」的消費者，「優惠」的影響度高於「便利性」及「食品安全」。
四、不同「消費金額」的消費者，「優惠」的影響度高於「口味」及「用餐環境」。
最後，根據研究結果提出具體建議，以提供台灣麥當勞作為後續經營策略之參考。

關鍵字

麥當勞 ； 西式速食 ； 消費動機 ； 滿意度

並列摘要

In view of the change of the consumer market in recent years, Western fast-food restaurant business strategy also will change constantly, from a variety of promotional activities designed to change the content of the meals, adjust the taste of food, quality of service staff training, restaurant decor , as well as dining facilities feature a new restaurant location selection, etc., must be considered to consumer demand, to meet consumer demand, so I hope by this study found that the current expectations of what the customer really? in the end what is most stimulate consumer willingness of customers, with these answers, in addition to the existing McDonald's restaurant operations as a reference, but also for the future direction of McDonald's as a factor to consider when opening a new restaurant.
In this study, the McDonald's store in Tainan , Kaohsiung and Pingtung area restaurant dining customers for the study, to investigate the relationship McDonald's customer consumer motivation. Using the questionnaire as a tool for data collection and purposive sampling questionnaire.
The resulting weights questionnaire data analysis by experts , regression analysis of two statistical methods for data empirical analysis, expected by this study found that the current expectations of what the customer really is ? In the end is what most customers can stimulate consumer wishes ? With these answers , in addition to the existing McDonald's restaurant operations as a reference , but also for the future direction of McDonald's as a factor to consider when opening a new restaurant.
The results were as follows:
1, Different"age" of consumers , the impact of the "Preferential" above the " convenience " and " food safety ."
2, Different "education" of consumers, the impact of the " Preferential " is very high .
3, Different " frequency of consumption " of consumers, the impact of the " Preferential " above the " convenience " and " food safety ."
4, Different " amount of consumption " of consumers , the impact of the " Preferential " above the " taste " and " dining environment ."
Finally , specific recommendations based on the results , in order to provide Taiwan with McDonald's as a reference for the subsequent business strategy.

並列關鍵字

McDonald ； Western fast food ； consumer motivation ； satisfaction

參考文獻

中文文獻

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