本研究以曾經消費過日式餐飲與泰式餐飲消費的消費者為研究對象,以瞭解異國餐飲來源國形象、異國餐廳形象、及消費意願之關係。本研究透過滾雪球方式,於2008年5月至7月進行問卷調查,共計發放500份問卷,有效問卷為367份,有效回收率為73.4%。研究結果顯示,受訪者以未婚女性居多,年齡多為21-30歲,個人月收入大部分為 $50000元以下。研究結果顯示,受訪者對日本與泰國來源國形象與餐飲形象之認知與評價有相似也有不同之看法。在來源國形象部分,受訪者對日本此國家之「社經水準」有較高的評價,例如產品水準高、生活品質高、與教育水準高;而對泰國的「民族風情」評價較突出,例如宗教文化、人民生活方式、社會與政治文化。在異國餐飲形象方面,消費者對日本及泰國之餐飲皆重視體驗異國的「餐飲特色」,包括餐飲能夠呈現來源國之文化、及用餐環境能表現餐飲來源國之特色。再者,在異國餐飲消費意願的部分,不論是日本或泰國餐飲,消費者首重其餐飲特色,表示消費者對於日本與泰國餐飲特色之評價越佳,其消費意願越強。
This study was aimed to investigate the effects of country of origin iamge and exotic food image on purchase intention for Japanese and Thai cuisines. A total of 500 quiestionnaires were distributed in Taiwan from May to July of 2008, by using a snowballing approach, which resulted in 367 valid surveys, yeilding a response rate of 73.4%. The findings showed that the majority of participants were unmarried female, in the 21-30-year-old age group, and with monthly income less than NT $50000 dollar. In addition, results illustrated that participants held different views about Japanese and Thai cuisines. They perceived Japan as a high developed country with a better quality of products, a high quality of life, and a competitive educational system. On the other hand, they regarded Thailand as a country with a special religious, lifestyle, and culture. Furthermore, participants indicated that they preferred to experience exotic food tastes and food-consumption practices while trying exotic cuisines. For example, restaurants can display the original country culture for customers to have exotic experiences. Overall, the evaluations of country of origin image and exotic food image were positively realted to respondents’ purchase intentions for Japanese and Thai cuisines.
為了持續優化網站功能與使用者體驗,本網站將Cookies分析技術用於網站營運、分析和個人化服務之目的。
若您繼續瀏覽本網站,即表示您同意本網站使用Cookies。