台南市上班族之生活型態與香草餐廳消費者決策行為之研究

A Study of the Lifestyles and Consumer Decision-Making Behavior at Herbs Restaurant of the Office Workers in Tainan City

朱惠英(Hui-Ying Chu)

《建國科大學報》 25卷3期 (2006/04) Pp. 45-70

https://doi.org/10.6995/JCTU.200604.0045

摘要

本研究旨在探討台南市上班族之生活型態與香草餐廳消費經驗、消費者決策間之關係，以問卷調查方式在台南市六個行政區中進行施測，共取得有效問卷497份。研究結果發現，台南市上班族之生活型態因子包含「流行時尚」、「內向獨處」、「愛好自然」、「儉約樸實」、「崇尚寧靜」、「精打細算」、「人際親和」等七項因素，藉由受試者之因素得點(factor score)，可將上班族區隔為「時尚都會」、「儉約親和」、「內向繭居」三個集群，各集群在性別、年齡、教育程度、婚姻狀況及個人月收入上有顯著的差異。
根據研究結果顯示，生活型態集群與受試者之香草餐廳消費經驗及消費者決策間有不同程度的相依關係，其中「時尚都會」群之消費經驗顯著高於其他集群，該集群顧客之消費動機主要受「心理因素」的影響，除喜好與「朋友」同行外，亦屬於「高頻率」的消費者，其對「餐廳服務」的要求上較高，但對餐廳「環境佈置」的滿意度則較低；而「儉約親和」群，在消費經驗上雖無明顯之趨勢，但偏好與「親屬」同行消費，對「餐廳服務」的重視度較低，且對「環境佈置」的滿意度較佳；至於「內向繭居」群則偏好「低價位」的餐點，並喜好「獨自一人」前往餐廳消費，根據各集群的消費特徵提供業者擬定行銷策略之建議。

關鍵字

生活型態 ； 消費者決策 ； 香草餐廳

並列摘要

The objective of this study is to examine the relations among the lifestyles, consuming experience and decision-making at Herbs Restaurant of the office workers in Tainan City. A survey was conducted in 6 districts of the city, and a total of 497 valid questionnaires were collected. The results of this study show the lifestyle factors of the office workers in Tainan City include ”fashionable”, ”introverted”, ”nature-loving”, ”simple”, ”quiet”, ”calculating”, and ”easy-going”. Based on the factor scores of the subjects, the office workers are classified into three groups: ”fashionable and metropolitan”, ”simple and easy-going”, and ”introverted and reclusive”. The three groups show various differences in their gender, age, educational background, marital status, and average monthly income.
The results of this study suggest that the subjects' lifestyles are correlated with their consuming experience and decision-making behavior at Herbs Restaurant. The consuming experience of the ”fashionable and metropolitan” group is significantly higher than the other two groups. The consumption motivation of the customers in this group is mainly affected by ”psychological factors”. As ”frequent” consumers who like to go to the restaurant with their ”friends”, they have higher standards for ”service” and show lower satisfaction with the ”environment and decor” of the restaurant than their counterparts in the other groups. The ”simple and easy-going” group does not demonstrate a clear trend in consuming experience, but they prefer to go to the restaurant with their ”folks”, have less emphasis on ”service” and show higher satisfaction with the ”environment and décor” of the restaurant. In terms of the people in the ”introverted and reclusive” group, they prefer ”low-priced” meals and like to go to the restaurant ”alone”. The above findings of the characteristics of different consumer groups provide valuable marketing suggestions for restaurant business owners.

並列關鍵字

Lifestyle ； Consumer Decision-making ； Herbs Restaurant