大學美食街店家經營特色探討再購意願與推薦意願之研究

各國大學為照顧學校師生在校用餐需求，基於便利性、安全性、衛生性等綜合考量，設置校園美食廣場，提供飲食方面的服務。然，校園餐廳如何吸引消費者上門光顧則成為學校與店家關注的重要議題。本研究係以餐廳經營特色為焦點，歸納出「空間環境」、「餐點價格」、「服務品質」與「食材品質」四個構面，探究不同背景變項之消費者對餐廳經營特色的認知情況，以及餐廳經營特色對消費者「推薦意願」與「再購意願」的影響。本研究採用方便取樣的方式，針對元智大學樂學美食廣場消費學生進行問卷調查，共取得200份有效樣本。研究結果發現：一、不同性別、身份、住宿地點、消費金額及資訊來源等背景變項之消費者，在學校餐廳經營特色的認知情況上無顯著差異；然而，不同用餐次數者在「餐點價格」、「服務品質」及「食材品質」等學校餐廳經營特色的認知，存有顯著差異。二、餐廳經營特色四個構面均與「再購意願」與「推薦意願」有顯著的正相關。三、餐廳經營特色中的「餐點價格」與「食材品質」兩個構面對消費者「再購意願」有顯著的預測力；僅「食材品質」一個構面對消費者「推薦意願」有顯著預測力。最後，對學校與校園餐廳店家提出相關建議。

關鍵字

校園餐廳；經營特色；再購意願；推薦意願

並列摘要

Today, many universities set up school canteens to meet the needs of school teachers and students for dining on campus. However, making school canteens attract more customers has become an essential issue for school administrators and store operators. This study aims to explore the perceptions of customers with different demographic variables on shop characteristics of university canteen, and the influence of shop characteristics on the repurchase and recommend willingness of customers. This study applies the convenient sampling method to survey 200 customers from Yuan Ze University canteen. The results revealed that:1. Customers of different genders, identities, lodging locations, consumption amounts, and information sources have no significant differences in their perceptions of shop characteristics of school canteens. However, the perceptions of customers with different meal times on shop characteristics of meal price, service quality, and food quality are significantly different. 2. All four dimensions of shop characteristics are significantly positively correlated with customers' willingness to repurchase and recommend. 3. Among four shop characteristics, meal price and food quality have significant predictive power for repurchase willingness of customers, and only food quality can significantly predict customers' willingness to recommend. Finally, researchers provide the suggestion for school administrators and store operators.