大專院校校內設立無人服務餐廳可行性之研究-以南部地區為例

本研究對象以南部地區之大專院校生為樣本，探討大專院校對於無人服務餐廳之需求，以消費者需求之觀點了解大專院校校內設立無人服務餐廳之可行性。引用 Maslow(1954)的需求層次理論，利用「生理需求」、「安全需求」、「社會需求」、「受尊重需求」、「自我實現需求」五項變數，對無人服務餐廳之需求進行探討，並了解不同個人特質對無人服務餐廳需求造成之差異。在研究中發現，南部大專院校生的「生理需求」、「安全需求」、「社會需求」、「受尊重需求」、「自我實現需求」對於無人服務餐廳的需求皆有正向影響，其中以「自我實現需求」對無人服務餐廳之需求影響最大。此外，研究結果也指出，除「性別」、「就讀於日夜間部」、「居住方式」、「打工性質是否與餐旅業相關」、「平均每月生活費」、「上課時段」與「每週餐食費用」之外，「就讀學制」與「是否打工」對無人服務餐廳之需求皆有顯著差異。

關鍵字

大專院校；無人服務餐廳；需求層次理論

並列摘要

The main purpose of this study was using southern Taiwan as example, and employed the aspect of consumers’ need to know the feasibility of self-service restaurant in colleges to explore the demand for colleges and universities to the self-service restaurant. Five dimensions include “physiological needs”, “security needs”, “affiliation needs”, “esteem needs” and “self-actualization needs” were employed to construct the questionnaire for measuring the “demand of self-service restaurant in colleges”. This study investigated college students who study in southern Taiwan. There were 69.5％ valid questionnaires. Results indicated that all variables, included “physiological needs”, “security needs”, “affiliation needs”, “esteem needs” and “self-actualization needs”, demonstrate positive effects on the demand of self-service restaurant in colleges. Among all, “self-actualization needs” had the most significant effect on “demand of self-service restaurant in colleges”. Besides “sex”, “class hours”, “way of reside”, “if the character of part-time job relates to hospitality industry”, “average monthly budget” and “cost on weekly meal”, the significant differences on the demand of self-service were found on “educational system” and “have part-time job or not”.

並列關鍵字

colleges and universities ； self-service restaurant ； need hierarchy theory

參考文獻

李青芳， 2001，消費者對有機餐廳的態度與需求之研究，碩士論文，

張春興， 1992，現代心理學。台北：東華書局。

高振源，2005，觸碰式擴增實境應用在無人店舖自動販賣機操作面板

查研究，碩士論文，國立台灣師範大學教育研究所，台北。

Consumer Services: New Insights, Marketing Science Institute, MA:

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大專院校校內設立無人服務餐廳可行性之研究-以南部地區為例

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