排隊美食行為的影響因素與其結果之研究－以大專院校學生為例

A Study on the Affecting Factors and Results of Gourmet Queuing Behavior-The Case of College Students

張曉平(Hsiao-Ping Chang) ； 葉冠麟(Kuan-Lin Yeh)

《育達科大學報》 48期 (2020/06) Pp. 303-332

摘要

大排長龍的排隊等候購買美食在台灣是普遍的消費經驗。顧客願意花費時間排隊等候，表示商品對於顧客有著莫大的吸引力。而顧客排隊的因素除受店家品牌名氣吸引外、也可能想向親友炫耀、或是對商品的好奇心，而促使他去排隊等候。本研究想探討消費者排隊美食行為是否屬於衝動性行為或是計畫性行為？品牌價值、炫耀性消費及好奇心是否為驅使消費者排隊等候行為的影響因素？本研究以中部大專校院學生為研究對象，共發放700份問卷，有效問卷568份，有效問卷回收率81.1%。研究結果發現，品牌價值會正向影響行為意圖與行為意願。而炫耀性消費會正向影響行為意願。行為意願與行為意圖皆會正向影響實際行為，但行為意願較行為意圖對實際行為的影響力較大。排隊美食行為會受到行為意願的驅使較為強烈，且品牌價值是影響消費者的關鍵因素。因此，建議業者應強化品牌的經營管理能力，才能促使消費者願意排隊等候購買美食。

關鍵字

品牌價值 ； 炫耀性消費 ； 好奇心 ； 行為意圖 ； 行為意願

並列摘要

Long queues waiting in line to buy food are a typical consumer experience in Taiwan. Customers are willing to spend time waiting in line, indicating that the product is beautiful to customers. In addition to being attracted by the store's brand name, the customer may also want to show off to relatives and friends, or be curious about the product, prompting him to wait in line. This research seeks to explore whether consumers' queued food behavior is impulsive or planned? Whether brand value, conspicuous consumption, and curiosity, the factors that drive consumers to wait in line? This study used a sample of Central Taiwan University students as research samples. A total of 700 questionnaires were issued, with 568 valid questionnaires, and the effective questionnaire recovery rate was 81.1%. The results of the study found that brand value will positively affect behavioral intention and behavioral willingness. And conspicuous consumption will positively affect behavioral willingness. Both behavioral willingness and behavioral intention will positively affect actual behavior, but behavioral intention has more influence on actual conduct than behavioral intention. The action of queuing for food strongly driven by the willingness to act and brand value is a crucial factor affecting consumers. Therefore, it suggested that the catering industry operators should strengthen the brand's management capabilities to make consumers willing to wait in line for food.

並列關鍵字

Brand value ； Conspicuous consumption ； Curiosity ； Behavioral intention ； Behavioral willingness

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