自我形象ㄧ致性對顧客態度影響之研究-以王品牛排餐廳為例

THE SELF IMAGE CONGRUITY ON CUSTOMER ATTITUDE-A CASE ON WANG STEAK RESTAURANTS

林裕豐(Yu-Feng Lin)

指導教授 ： 方文昌

國立臺北大學/商學院/企業管理學系/碩士(2013年)

摘要

近年來全球歷經金融環境的動盪，在經濟前景不明確的情況之下，餐飲服務業竟能逆勢成長躍升成為產業新貴。王品集團同時也是眾多品牌餐飲中極少數成功的例子。本研究探討高檔品牌牛排餐廳(以王品牛排為例)，採用形象一致性的理論來解釋消費者行為。研究者欲了解自我一致性和功能的一致性，對顧客態度的影響以及先前經驗與地位性消費的調節作用。
此項研究實施問卷調查查訪200位受訪者，並運用統計軟體SPSS證明研究假設。研究顯示，自我一致性和功能的一致性是顧客態度的前因。此外，功能一致性對顧客態度在多用餐經驗的顧客比少用餐經驗的顧客有更多的影響；地位性消費對於顧客態度之調節作用亦符合研究假設。建議品牌餐廳的行銷企劃人員，可以從一個新的角度來設計品牌定位和市場區隔的策略。

關鍵字

自我ㄧ致性 ； 功能一致性 ； 地位性消費 ； 顧客態度

並列摘要

As we all know since Global financial tsunami impacted in the past years, many industries were affected seriously until now. But only catering industry did not be impacted and even more grow up. The WowPrime group is one of successful case in catering industry. In this study, the high-end brand Steak restaurants (in the the Wang Steak Restaurants example), image congruity theory to explain consumer behavior. The researcher wants to find out the self-congruity and functional congruity impact on customer attitudes, and prior previous experience with the moderating role of status consumption.
This reserch utilized questionnaire survey to examine 200 participants. Then SPSS software package is applied as statistic methods to prove the research hypotheses. The results revealed that both self-congruity and functional congruity are the antecedents of customer attitude and repurchase intention. Furthermore, functional congruity has more impact on customer attitude among experienced customers than among those with less visit experience. status consumption the customer attitudes regulation also in line with the hypotheses The marketers of name-brand Restaurants are advised to design the strategies of brand positioning and marketing segmentation from a new angle.

並列關鍵字

Self-congruity ； Functional congruity ； Status consumption ； Customer attitude

參考文獻

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