主題式親子消費者餐廳消費需求、消費體驗與再消費意願相關之研究

近年來，主題式親子餐廳如雨後春筍般的成立，主題餐廳趨於多元化，競爭也較以往激烈，消費者的意識抬頭造成需求與感官的改變，在軟硬體的經營上更細膩考量親子需求，有口碑的親子餐廳甚至一位難求。另外，親子餐廳創造獨特的氣氛，並以增進親子關係的方式提供服務及餐點，讓消費者享受餐廳給的特殊服務；為了更有吸引力，利用餐點、活動、環境、設計等，更容易貼近、抓住顧客的心。本研究在於探討消費者對親子餐廳的消費需求、消費體驗與再消費意願關聯性之研究，基於前述的研究背景與動機，回顧國内外相關文獻，鮮有探討這三變數的關聯性，在這少子化社會及市場競爭的時代，瞭解親子餐廳顧客體驗價值和消費需求之關聯性將有助於提升顧客再消費意願，且提高消費者對餐廳創意與服務品質的評價，如何掌握親子餐廳消費者特性及需求，儼然已為成長獲利生存的關鍵。本研究採便利抽樣，在台南、高雄，針對到親子餐廳用餐的消費者發放問卷，共計發放380份問卷，回收整理後，有效問卷為339份，回收率達89%。研究結果發現：1)不同子女數消費者對消費需求的看法有顯著差異；2) 不同子女數消費者對消費體驗的看法有顯著差異；3)消費者因屬性背景不同，對親子餐廳再消費意願有顯著差異；4)消費需求對再消費意願具有顯著正向的影響；5)消費體驗對再消費意願具有顯著正向的影響。本研究最後並深入探討、闡述本研究研究發現的涵義，提供消費者對親子餐廳選擇並提供餐廳業者在實務上與消費者體驗上的重視之建議。

關鍵字

親子餐廳；消費需求；消費體驗；再消費意願

並列摘要

In recent years, theme paternity restaurants have sprung paternity establishment, theme restaurants and more diversified, intense competition than in the past, resulting in the rise of consumer awareness and sensory changes in demand in the hardware and software business more delicate considerations paternity demand, paternity reputation even hard to find a restaurant. Furthermore, paternity restaurants create a unique atmosphere and enhance parent-child relationship between the provision of services and meals, in order to allow consumers to enjoy the special service restaurant. To be more attractive, using meals, activities, environment, design, etc. more easier to catch the customer's heart. This study is to explore the relaitionship among of consumer needs, consumer experience and repurchasing intention at theme paternity restaurant. Based on the aforementioned research background and motivation, review relevant literature, there is little to explore the relevance of these three variables, in this low birth rate era, to understand the value of customer experience paternity restaurant and relevance of consumer needs will help to improve customer and then the consumer will and strong enterprises in the marketing benefit. This study adopted convenient sampling method, in Tainan, Kaohsiung paternity restaurant to restaurant for consumer questionnaire, a total of 380 questionnaires were distributed, after finishing the recovery, 339 valid questionnaires were returned rate of 89%. The results show that: 1. Different number of children there are significant differences in consumer needs; 2. Different number of children have significant differences in consumer perception of the consumer experience; 3. Consumers as a result of different attributes background, parentage restaurant and then the consumer will have a significant difference. 4. Consumer demand has a positive significant impact on repurchasing intention. 5. Consumer experience has a positive significant impact on repurchasing intention. Finally, this study and in-depth discussion of the study findings explained the meaning, providing consumers with choice of paternity restaurant and restaurant industry recommendations on the importance of consumer experience and in practice.