| Abstract: | 本研究主要在探究消費者於餐廳的購買決策過程，並瞭解不同社經背景的消費者，其購買決策過程是否有所差異。本研究以EKB決策模式為研究架構，採用問卷調查方法，以淡江大學EMBA和IMBA碩士在職專班的學生為對象，共回收有效問卷240份。所得資料以頻次分析、敘述性分析、卡方檢定、因素分析等統計方法來進行分析。
研究結果發現： 一、發現消費者選擇到餐廳用餐的主要動機，大都是為了和親朋好友，以及家人的聚餐，或者純粹只為享受美食或商務洽談為主。 二、消費者在選擇餐廳聚餐時，其主要的資訊蒐集來源是同事親友的口碑相傳，其次為自身的過往經驗，接著是網際網路、報章雜誌，以及電視廣播等資訊來源。 三、消費者在選擇餐廳時主要考慮的餐廳屬性，經由因素分析找出了「服務人員」、「餐點多樣美味」、「知名風格」、「價格」等四個因素。四、消費者的口味偏好第一的是清淡的；餐廳用餐的預算，大多數的受測者願意花費301~900 元。消費者偏好的前五名餐廳類型依序為：日式餐廳、中式或台式餐廳、火鍋店、南洋餐廳(泰式、越南、印度)、咖啡簡餐。五、研究發現社經背景只有在用餐預算上有顯著的差異效果。
The purpose of this study is to investigate the process of consumer’s buying decision-making in selection of restaurant, and the difference between consumers on demographics and purchase decision process. By using the consumer behavior model, established by Engel, Kollat & Blackwell in 1960.
A total 240 of questionnaires are collected, and using frequency analysis, descriptive analysis, chi-square test, and factor analysis to analyze the collected data. The results of the study were summarized as follows:
1. The motivation of Consumers’ to choice restaurant are with family, friends, enjoying by self, and with business purpose.
2. The information of Consumers’ search/resource are mainly from word of mouth, experience, internet, newspaper, magazine, TV and radio.
3. The important restaurant’s attributes are including “service personal factor”, “multi and delicious factor”, “famous-stylist factor”, and “price factor”.
4. Consumers’ preferred pattern of restaurant are Japanese food, Chinese food, Hot-pot food, South Asian food and Coffee & Fast-food restaurant.
5. Consumers are significantly difference on the demographics variables only in budget spending. |
