消費者前往無菸餐廳消費意願與願付價格之研究－以高雄市為例

近年來生活型態改變，外食人口眾多，國民健康意識抬頭，消費者對外食品質需求也隨之增長，在享用衛生可口的美食之餘，亦希望能夠有清新無菸環境的服務。有鑑於此，全球許多國家已推動餐廳無菸計畫，我國為順應世界潮流，2003年衛生單位開始宣導餐飲業者加入無菸餐廳的行列，本研究在探討高雄市消費者對無菸餐廳之消費意願與願付價格的關係，依據消費者市場區隔分成三個不同消費者集群，分別命名為「關心健康」、「忽視健康」和「注意飲食」。探討不同集群間之消費者的社經背景、外食行為、健康促進生活型態因素、針對吸菸知覺因素和對無菸餐廳之願付價格及消費意願之間的關係進行因素分析與迴歸分析。研究結果顯示「注意飲食」集群注重日常飲食營養，對吸菸的知覺持較為負面的看法，並且願意至無菸餐廳的消費意願為最高，願意額外付出7.75%之金額進行消費；「關心健康」集群中，有吸菸的消費者明顯多於其他兩集群，但是在日常生活中，卻比較重視自身健康狀況，至無菸餐廳的消費意願亦相當高，願意額外付出的金額為三集群中最高者，高達10.44%，「忽視健康」集群之消費者以20歲以下為主，對自身健康狀況較不在乎，但有意願至無菸餐廳消費，僅願意額外付出6.63%的金額進行消費為最低。

關鍵字

健康促進生活型態；無菸餐廳；願付價格

並列摘要

In recent years, the life-style is changing, more and more people like to eat out. Lots of consumers start pay attention to the quality of food from restaurants. They are not only want to have the healthy and delicious food but also need a un-polluted environment to enjoy their food. In view of this, a lot of countries have promoted the plan of smoke-free restaurants. In order to comply with the world trends, Taiwan start to encourage the managers of domestic restaurants express concern about smoke-free restaurants in 2003. This research mainly discusses relations between consumer's willingness to expend and the amount they would like to pay in the smoke-free restaurants. According to the consumer market, this study divides the respondents into three different consumer segments, named ”concern with health”, ”ignore the health” and ”attend to nutrition”. This study adopts factors analysis and regression analysis to probe into the relations among the characteristics of different segments, the behavior of eating out, the factors of health-promoting lifestyle, perception of smoking and the amount that they willing to pay on the expense in the smoke-free restaurants. The findings indicated that ”attending to nutrition” segment paid more attention to daily nutrition, and had negative impression on smoking. This segment showed the highest desire to go to the smoke-free restaurants, and was willing to pay extra 7.75 % on the expense. The segment of ”concern with health” had higher percentage of smoking habit than other segments, and paid more attention to their health in daily life. They were willing to go to the smoke-free restaurants, and were willing to pay extra 10.44 % on the expense in the smoke-free restaurants. The ”ignore the health” segment comprised mainly those respondents under the age of 20, and showed little care about their health, They also expressed willingness to go to smoke-free restaurants, but were only willing to pay extra 6.63 % on the expense in the smoke-free restaurants.