休閒主題餐廳消費者人格特質、休閒動機與顧客反應之研究

A Study of Personality Traits, Leisure Motivation, and Customers’ Reaction of Casual/Theme Restaurants’ Consumers

陳昱綺(Yu-Chi Chen)

指導教授 ： 孫路弘

國立高雄餐旅大學/餐旅學院/餐旅管理研究所/碩士(2009年)

https://doi.org/10.6825/NKUHT.2009.00019

摘要

經濟發展快速，國人對於休閒活動之重視提高，結合休閒元素所產生的休閒主題餐廳蔚為風尚，出外用餐不再只為了基本的生理需求，還為了好玩、放鬆和娛樂；因此外出用餐越來越受歡迎，也成為一種新的休閒活動。為了瞭解消費者至休閒主題餐廳的休閒動機達成程度對整體滿意度與顧客忠誠度的影響。本研究以高雄地區T. G. I. Friday’s連鎖休閒主題餐廳的消費者為研究對象。使用集群分析將休閒主題餐廳消費者人格特質分為「活潑善感型」與「審慎親和型」，運用獨立樣本t檢定發現其於休閒動機達成程度皆有顯著差異。使用結構方程式模式驗證休閒動機達成程度、整體滿意度與顧客忠誠度之間有正向顯著影響，整體滿意度為弱中介變項。不同「年齡」、「教育程度」、「用餐人數」、「每月在外伙食費」在休閒動機達成程度有部份顯著差異。

關鍵字

休閒主題餐廳 ； 人格特質 ； 休閒動機 ； 顧客反應

並列摘要

Due to the progress of economic development, people are paying more attention on the leisure activity. Thus, dining in casual/theme restaurants that contain the leisure elements has been a trend. Dining out is no longer just for satisfying the physical need, but also for fun, relaxation and entertainment. In addition, dining out has been popular and become a new leisure activity for years. This study aims to understand the impact on overall satisfaction and customer loyalty by the reached level of leisure motivation of casual/theme restaurant consumers. Samples of this study are consumers of T. G. I. Friday’s in Kaohsiung area which is a chain casual/theme restaurant. The samples were segmented (by using the personality traits scale) into two dimensions which were “lively emotional” and “cautious agreeableness”. All the dimensions had significant effects on reached level of leisure motivation. This study used SEM to verify relationships among reached level of leisure motivation, overall satisfaction, and customer loyalty. The result shows that the relationships among reached level of leisure motivation, overall satisfaction, and customer loyalty are significant; however, the overall satisfaction is regarded as a weak intermediary variable in the relationship. Age, education level, number of people dining in the restaurant, and monthly dining out expenditure of consumers had partly significant differences with reached level of the leisure motivation

並列關鍵字

Casual/Theme Restaurants ； Personality Traits ； Leisure Motivation ； Customers’ Reaction

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