台中市民眾小費態度與服務費知覺價值 對小費支付意願影響研究

台灣住宿及餐飲業低薪改善，除了調薪的議題探討；民眾支付小費意願及影響因素，也應是台灣住宿及餐飲業值得探討議題。本研究以台中市民眾為研究對象，發出400份問卷，有效問卷為379份，有效回收率94.75%。性別女性為多；年齡20到25歲為多；教育程度大學占為多；婚姻狀況單身為多；平均收入25001至35000為多；職業類別其他為多。小費態度為中高程度，其中情感構面為最高；服務費知覺價值為中稍低程度，其功能價值為最高；小費支付意願為中偏高程度。年齡、婚姻狀況與平均月收入在小費態度有顯著差異；年齡與婚姻狀況在服務費知覺價值有顯著差異；婚姻狀況在小費支付意願有顯著差異。小費態度與服務費知覺價值對小費支付意願皆有顯著正向影響，其中小費態度正向影響程度最高。研究結果建議，特殊服務服務風格經營模式業者可試著設置小費箱；以及政府應利用宣導或學校教育民眾釐清服務費與小費的概念。

關鍵字

小費態度；服務費知覺價值；小費支付意願

並列摘要

Taiwan's accommodation and catering industry's low salary improvement, in addition to the issue of salary adjustment; the willingness of the people to pay tips and the influencing factors should also be worthy of discussion in the Taiwan accommodation and catering industry. In this study, 400 questionnaires were sent to the people of Taichung City. The effective questionnaire was 379, and the effective recovery rate was 94.75%. There are more women of gender; 20 to 25 years old; education has more universities; marital status is single; average income is 25001 to 35000; The attitude of tipping is medium to high, and the emotional facet is the highest; the perceived value of service fee is slightly lower, and its functional value is the highest; the willingness to pay is higher. Age, marital status and average monthly income were significantly different in tipping attitude; age and marital status were significantly different in the perceived value of service fees; marital status was significantly different in the willingness to pay tips. The tipping attitude and the perceived value of the service fee have a significant positive impact on the willingness to pay the tip, and the tipping attitude has the highest positive impact. The results of the study suggest that operators of special service service styles can try to set up a tip box; and the government should use the propaganda or school to educate the public to clarify the concept of service fees and tips.