| 摘要: | 本研究以立意取樣方式問卷調查台北市百貨公司中3家鐵板燒餐廳之用餐顧客550位爲對象。工具包含廚師形象量表、個人背景變項及消費行爲調查表。施測資料以描述性統計、t考驗、單因子變異數分析、薛費事後比較及卡方考驗等統計法分析消費者女性居多；婚姻狀況未婚居多；消費時間晚上居多；用餐資訊來源個人經驗居多；消費人數2人居多。消費者最重視廚師形象之衛生安全構面，最不滿意菜單設計構面；消費者最重視之整體廚師形象項目依序爲「隨時維持鐵板、抹布及刀具清潔；隨時注意工作場所合乎衛生；食材處理過程皆合乎衛生；烹調過程合乎衛生；隨時注意個人衛生」。而最不滿意之項目依序爲「主動解說菜餚特色；變換菜色滿足顧客；營造整體用餐氣氛；菜單配合時令季節；爲客人設計適當菜單」。廚師形象重視程度會因消費者性別及教育程度之不同而有不同顯著差異；滿意程度會因消費者性別、年齡、職業、教育程度之不同而飼之同顯著差異；消費行爲會因消費者性別、年齡、婚姻狀況、職業、教育程度及月收入之不同而有不同顯著差異；消費時間、動機、金額會因廚師形象重視程度之不同而有不同顯著差異；消費次數、資訊來源、人數、動機會因廚師形象滿意程度之不同而有不同顯著差異。
Sampling of 550 consumers from three Teppanyaki restaurants located at department store in Taipei were surveyed by questionnaires of which were involved the subjects of personal background, chef image and consumer behavior scale table. The data analysis used descriptive statistic, t-test, one-way ANOVA, Scheffe's, and chi-square test. Women and single were mostly of consumers. Night, personal experience, and two people were mostly of consumer behaviors. The most respect items for chef image were sanitation security. The most unsatisfied items for chef image were menu design. The most respect all items for chef image were as following:” keep the iron plate, wiper and cutting tools clean anytime, to pay attention to work place to conform with sanitation anytime, the process of deal with food materials to conform with sanitation, cooking process to conform with sanitation, and to pay attention personal sanitation”. The most unsatisfied all items for chef image were as following: "to explain cooked food character actively, to change cooked food to satisfied consumer, construction atmosphere to have people meals, menu to match up in season, design suitable menu for consumer". The respect extent of chef image was difference with the sex and education among consumers. The satisfied extent of chef image was difference with the sex, age, occupation, and education among consumers. Consumer behavior was difference with the sex, age, marital status, occupation, income, and education among consumers. Consume time, motive, money was difference with the respect extent of chef image among consumers. Consume frequency, information, amount of people, and motivation indicated the difference with the respect extent of chef image. |
