消費者排隊等候時間與消費者行為關係之研究－以台南市牛排館為例

由於經濟的發展，生活步調不斷地加快，致使原本「無限」的時間，轉變成「有限」的資源，而依據經濟學的理論，有限的資源便需適度的分配，以求效用的極大化。易言之，依據事件的重要性來分配時間在西方社會裡已是相當普遍的現象。然而，某些生活中的事件，諸如就診、消費、存提款、購票…等，往往伴隨著接受服務前的等候事件，此類的等候時間卻往往會降低時間效用，因而影響消費意願及行為。本研究針對台南市三種不同價位牛排館之消費者，採隨機取樣的問卷發放，探討不同的市場區隔及生活型態是否會影響消費者排隊等候時間長短之意願與消費者行為。透過本研究的實證探討後，生活型態與排隊等候時間之間呈現顯著差異，但在市場區隔與排隊等候時間、排隊等候時間長短與消費者行為之間不具任何顯著差異。而在不同的消費族群中，性別對牛排館之消費者行為之間呈現顯著差異，但在年齡、教育程度、職業狀況及每月收入對牛排館之消費者行為之間不具任何顯著差異。

關鍵字

市場區隔、生活型態、消費者行為、牛排館、等候時間

並列摘要

Because of the development of the economy, constantly high-speed life-style has changed "infinite" time into "limited" resources. According to the theories of economics, limited resources need appropriate allotments in pursuit of the enormous effect. In other words, the allotment of time according to the importance of the affairs has already been the extremely universal phenomenon in the western society. However, some affairs in the life, such as medical treatment, consumer behavior, banking services, and ticket-purchasing …etc, usually accompany with waiting incidents before accepting services. Waiting for services usually not only reduces the effectiveness of time but also produces the influence on consumer will and behavior. This research which focuses on the consumers of three kinds of different-priced steak houses in Tainan City with the questionnaire based on random samples inquires whether different market segmentation and life-styles would effect consumer will of waiting time and consumer behavior. After inquiring into the substantiation of this research, there are marked differences between life-styles and waiting time, but there are not any significant differences neither between market segmentation and waiting time nor between waiting time length and consumer behavior. In different consumer groups, sex shows marked differences to consumer behaviors in steak houses, but age, education status, job state, and monthly income show no significant differences to consumer behaviors in steak houses.