異國料理消費者知覺及動機對其消費行為之研究－以春川炒雞韓式餐廳為例

Restaurant on the Consumer’s Perception and Motivation to Consumer’s Behavior of Exotic Cuisine － A Case Study of Chuncheon Chicken Korean Restaurant

余厚佑(Hou-Yu Yu)

指導教授 ： 黃有傑

朝陽科技大學/管理學院/休閒事業管理系/碩士(2017年)

摘要

本研究旨在探討消費者對omaya春川炒雞之消費動機、異國料理知覺與消費行為之相關。
透過問卷調查法，以omaya春川炒雞消費者為研究對象，取得411分有效問卷。調查所得結果以描述性統計、獨立樣本t檢定、單因子變異數分析、卡方(x^2)檢定、判別分析等統計方法進行資料分析處理。
主要研究對象得知消費者現況以女性、未婚、20歲以下、高中職學歷、學生、月收入2萬元以下較多，而消費者以「惠顧動機」、「異於傳統知覺」兩方面較高。而不同性別、婚姻狀況、年齡、教育程度、個人平均所得之消費者，在「消費動機」、「異國料理知覺」與「消費行為」上部分具有顯著影響。消費者之「消費動機」與「異國料理知覺」對「消費行為」上有部分顯著影響。
本研究建議：1.在菜色方面應增加菜單上的變化。2.外場服務上增強服務人員的專業素質。3.在餐廳的硬體、裝潢上更花心思吸引消費的目光而提升消費者的再次消費意願。

關鍵字

消費行為 ； 異國料理知覺 ； 韓式料理 ； 消費動機

並列摘要

The purpose of this research were: (1) To study the consumption motivation on Omaya the Korean restaurant. (2) To test and verify the relationship between exotic food and consumer behavior.
The sample of this research was Omaya restaurant consumers, and the valid questionnaires were 411. The collected data were analyzed by using descriptive statistics, independent sample t test, one-way analysis of variance, Pearson's chi-squared test, discriminant analysis, etc.
The data analyzed showed that single female students under 20 were the main consumers of Omaya restaurant. The average salary per month of this consumer group was 20,000 or under, and the average education level was high school. Consumers’ gender, age, education level, and average income would partially influence the consumption motivation, consumer’s behavior, and perceived value on exotic food. Furthermore, consumption motivation and perceived value on exotic food would partially affect consumer behavior.
In conclusion, the restaurant should: (1) Renew the menu and provide variety choices for customers. (2) Improve employee training. (3) R enovate the decoration of the restaurant to draw consumers’ attention and increase the customer retention.

並列關鍵字

Consumer behavior ； Korean food ； Perceived value on exotic food ； Consumption motivation

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