台灣都會區美食餐廳顧客之飲食動機、體驗價值與品牌績效之相關研究

A Study of the Relationships among Diet Motivation, Experienced Value and Brand Performance of Gourmet Restaurant Customers in Metro Area of Taiwan

蔡長清(Chang-Ching Tsai) ； 許淑芬(Shu-Fen Hsu) ； 施彩娟(Tsai-Chuan Shih)

《商業現代化學刊》 8卷3期 (2017/08) Pp. 155-173

https://doi.org/10.6132/JCM.2017.8.4.09

摘要

近年來國人在餐廳外食的消費支出持續成長攀升，國人外食比例超過七成，家庭外食消費總支出已破4,000億大關，外食已成為普遍的消費趨勢。不只餐館業營業額與年增率居高不下，臺灣美食更被列為觀光發展的重點政策，因此本研究以台灣三大都會區美食餐廳消費者體驗角度，探討食客飲食動機、體驗價值及品牌績效之關聯性。本研究針對經地方政府票選或推薦之美食餐廳，以便利抽樣，發放480份問卷，有效樣本達408份。問卷含社經背景、飲食動機、體驗價值與品牌績效。資料分析方法為描述性統計、因素分析與多元廻歸分析。結果顯示：都會區美食餐廳顧客在「品嚐特色」與「舒解壓力」等二個構面同時會對「趣味性」與「服務優越性」與「美感」有顯著的影響力，其中「品嚐特色」較其他體驗價值影響品牌績效更明顯，而在「消費者投資報酬」與「服務優越性」二構面同時對於「口碑」、「品牌承諾」與「品牌印象」有顯著的影響力，而「趣味性」則對「口碑」亦達顯著影響。研究結果提供餐飲業者服務經營管理與行銷之參考。

關鍵字

美食餐廳 ； 飲食動機 ； 體驗價值 ； 品牌績效

並列摘要

In recent years, the spending of eating out has been growing in Taiwan, the number of people eating out has a proportion over 70% and the spending has broken 400 billion NT dollars. Eating out has become a trend. Not only the revenue and growth rate of the restaurants continue growing but Taiwanese cuisines has been one of the key edges of tourism policy. Therefore, this study aims to explore the relationships among dining motivation, experiential value and brand performance of a gourmet restaurant customers in Taiwan's three major metropolitan areas. The subjects were the customers of a gourmet restaurant voted or recommended by local government in three metropolitan cities in Taiwan. 480 questionnaires were distributed by convenient sampling and 408 valid ones were collected. The questionnaire contains socio-economic background, diet motivation, experienced value, and brand performance. Data analysis includes descriptive statistics, factor analysis and multivariate regression analysis. The results show both ＂unique taste＂ and ＂relieve stress＂ dimensions would significantly influence ＂funny ＂, ＂service superiority＂, or ＂beauty＂ dimension. The ＂unique taste＂ has the highest influence on brand performance among all experienced value. Both ＂customers' return on investment＂ and ＂service superiority＂ dimensions have a significant influence on ＂word of mouth＂, ＂brand commitment＂, and ＂brand image＂. In addition, ＂funny＂ has a significant influence on ＂word of mouth＂. The results could provide practitioners with reference to the management and marketing of services.

並列關鍵字

gourmet restaurant ； diet motivation ； experienced value ； brand performance