| 摘要: | 本研究主要以不同的生活型態及人格特質之上班族，分析其消費異國餐廳時的知覺價值與對其消費意願影響之研究。依餐飲產業界的推估，全台灣2,200萬人口當中，每天中午約有900萬人必須在外用餐(行政院衛生署，2003)，若依菜單項目的繁簡，可將餐館分類為美食餐館、特別餐館、家庭餐館、填飽站（薛明敏，1997），本研究著重於大眾化之異國餐廳之研究，故不將美食餐館及填飽站納入探討的對象中。
本研究以問卷調查的方式蒐集到286份有效樣本並進行實證研究，在經過因素分析、集群分析、卡方檢定、t 檢定、變異數分析，迴歸分析等統計分析後，得到以下之研究結論與發現:
一、不同生活型者在美式餐廳知覺價值及消費意願有顯著差異。
二、不同人口統計變項對生活型態、知覺價值及消費意願有顯著差異。
三、人格特質因素中不同之「開放外向性」、「和諧謹慎性」者在對異國餐廳之「知覺價值」、「消費意願」有顯著差異。
This research is to study clerks with different life styles and personality traits of Clerks about their perceived value and purchase intention for exotic restaurants. The estimating shows there are 22 million people in Taiwan and approximately 9 million clerks have their lunch outside (Department of Health, executive Yuan 2003). Based on the food type we can define them as family restaurants, exotic restaurants, food stands, etc. This research focuses on exotic restaurants. Others will not be included in this research.
This research uses SPSS statistics software to analyses. We received 286 valid questionnaires for analysis including demographic variables, personality traits, lifestyle, and self-image, and derived consumer behavior. After factor analysis, reliability analysis, descriptive statistics, cluster analysis, multiple regression and ANOVA. We got the following results:
1.People with different lifestyles have significant different perceived value and purchase intention of US style restaurants.
2.Demographic variables have difference on lifestyle, perceived value, and
purchase intention.
3.In personality traits, people with differences on “openness- extraversion” and “agreeableness- conscientiousness “ on the exotic restaurants’ perceived value and purchase intention |
