人口統計變項和生活型態對資訊接收通路之相關性─以餐飲業為例

The Relevance of Population Statistic Variables and Life Style to Information Receiving Channels–With Dining Industry as an Example

張瀚中(Han-Chung Chang)

指導教授 ： 楊維楨

淡江大學/管理學院/管理科學研究所碩士班/碩士(2010年)

https://doi.org/10.6846/TKU.2010.00781

摘要

台灣的食物，素以味道是最美味著稱。而不論是年輕人創業或
是中年轉業者，亦有部份會以餐飲業為目標，餐飲業在台灣的地位，可見一般。投入一項事業，若廣告打得好，不僅可另消費者印象
深刻，也可為自身帶來利潤。反之，若廣告成效不佳，沒達到訴求，可能毀了建立不易的口碑，後果不堪設想，無形成本極昂貴。故
知廣告能否打動消費者的心，是一大課題，而要打動消費者的心，即要先瞭解其特性。現今對於餐飲業廣告和消費者消費特性間的
研究，較為鮮見，故本研究以「不同管道得知美食資訊的消費者，其消費特性是否有差異？」做為欲探討之主題。
本研究根據過去文獻，採用人口統計變數 (包括性別、年齡、學歷、職業和個人月收入五項變數) 和生活型態變數 (包括流行導向、積極活躍、價格敏銳和自我實現四項變數) 以及資訊接收通路 (包括電視節目、電腦網路和書面資料三種通路)，再以發放問卷之型式探討下述三項議題：
一、消費者學歷對資訊接收方式有否影響？
二、消費者生活型態變數的差異，是否會影響資訊接收方式？
三、消費者人口統計變數之差異，是否會影響資訊接收方式？
本研究以網路發放問卷，並經由統計套裝軟體SPSS 12.0分析，根據回收問卷385份進行資料比較後，得到以下研究結論：
一. 消費者之學歷變數，對其資訊接收方式有影響。
二. 生活型態變數中，檢定值皆未達顯著拒絕之標準。但消費
者之積極活躍程度之檢定值接近0.05，表示其對資訊接收方式有影響，但較不顯著。
三. 人口統計變數中，除學歷變數之外皆未達顯著拒絕之標準。但消費者之性別、年齡以及個人月收入之檢定值接近0.05，表示其對資訊接收方式有影響，但較不顯著。

本研究最後藉由此結論給予餐飲業者打廣告時的建議和參考：
餐飲業業者可根據偏好不同管道，得知美食資訊之消費者之特性，在不同管道上做變化，藉以達到吸引消費者之功效。

關鍵字

人口統計變項 ； 資訊接收通路 ； 消費者特性 ； 生活型態

並列摘要

Taiwan is famous for the most delicious foods. Whether youngsters intend to start an enterprise or persons who want to switch to another line of business in middle-age, some of them may choose dining industry as their target. So it is very obvious that the position of dining industry in Taiwan is very important. When someone want to invest in an enterprise or start an enterprise, the well and suitable utilization of advertisement not only makes consumers deeply impressed, but also induces profit for this enterprise. But on the contrary, if the effect of advertisement is not well or unsuitable, it may destroys the public reputation that hard to establishes, so the consequence is very serious, and the invisible cost is very expensive. If enterprise wants to make an advertisement to touch consumers’ heart, it is important to understand consumers’ characteristics about food. But the research between dining industry and consumer characteristics is rare nowadays, so this research choose this issue as topic. Consumers use different channels to receive fine food information, whether the characteristics and traits are different between them is the topic that this research want to discuss.
According to following research motive and pass literature, this research adopts population statistic variables (including gender, age, education background, occupation and individual months of income five variables) and life style variables (including fashion tendency, positive active, price keen and self-realization four variables) and information receiving channels (including television channels, computer internet and data in writing three channels) to discuss three issues below:
1. Whether the education background makes effect to information receiving channels or not?
2. Whether the differences of consumer life styles variables make effect to information receiving channels or not?
3. Whether the differences of consumer population statistics variables make effect to information receiving channels or not?

This research uses internet to grant questionnaires and proceeding analysis by statistical software SPSS 12.0. This research reaches the following conclusions after data analyzing and comparing by retrieving 385 questionnaires:
1. The educational background of consumer makes effect to information receive ways.
2. Among life style variables, the test values are not reach the standard of conspicuously refuse. But the test value of consumers’ degree of active dynamic is near 0.05, it stands up that consumers’ degree of active dynamic makes effect to information receive ways, but it is not more conspicuous.
3. Among population statistics variables, beside of educational background are not reach the standard of conspicuously refuse. But the test values of consumers’ gender, age and individual months of income are near 0.05. it stands up that consumers’ gender, age and individual month income make effect to information receive ways, but it is not more conspicuous.

This research makes some suggestions and references about make an advertisement to people who invest in dining industry by conclusion: The boss of dining industry can according to the differences of consumers’ characteristics that prefer to receive fine food information by different channels, make differences on each channels to reaches effects that attracts consumers.

並列關鍵字

Population Statistic Variables ； Information Receiving Channels ； Customer Characteristics ； Life Styles

參考文獻

9.吳明隆 (2003)，SPSS統計應用學習實務：問卷分析與應用統計，知城數位科股份有限公司。

24.陳怡芬 (2005)，「不同通路購買保健食品之消費特性研究」，淡江大學管理科學研究所碩士論文。

2.王祥珍 (2008.6)，「不同生活型態消費者產品知識對產品創新度之研究─以咖啡為例」，國立台灣大學管理學院商學研究所碩士班論文。

3.王思樺 (2009.1)，「購物網站廣告媒體使用策略之傳播效果─廣告信號效果觀點」，政治大學廣告學研究所碩士班論文，

pp. 21-23。