本研究主要目的在了解不同食品相關生活型態的消費者對於吃到飽餐廳消費者價值、行為意圖的認知及差異情形。本研究採問卷調查法，對大台北地區具吃到飽餐廳消費經驗之450名消費者為研究對象，施以「食品相關生活型態量表」、「享樂與功利價值量表」、「行為意圖量表」等量表，並以描述性統計、卡方檢定、因素分析、集群分析、判別分析、單因子變異數分析、皮爾森相關分析、迴歸分析等統計方法進行資料分析。
研究結果，經由食品相關生活型態的集群分析將消費者區隔為「飲食冷漠組」、「社交美食組」、「理性規律組」三個集群，各集群在食品相關生活型態因素的得分上具有顯著的差異。在消費者價值部分，經由因素分析消費者價值構面可有效萃取出享樂價值與功利價值兩個因素構面。將食品相關生活型態因素、享樂與功利價值對行為意圖進行迴歸分析，結果發現，享樂價值與功利價值在行為意圖上具有顯著的預測力，且功利價值比享樂價值有較高的影響力。最後藉由迴歸分析進行享樂價值與功利價值中介效果的檢定，結果顯示，享樂價值與功利價值同時在食品相關生活型態因素的「廣告態度」與行為意圖間扮演完全中介的角色。
The purpose of the study was to explore the consumer’s lifestyles, consumer value and behavioral intentions to the impact of All-you-can-eat restaurant. Subjects of 450 consumers were evaluated by the instruments, including food-related lifestyle instrument, hedonic and utilitarian value scale, and behavioral intentions scale. The data were analyzed by descriptive statistics analysis, Chi-square Test, factor analysis, Cluster analysis, Discriminate analysis, One-way ANOVA, Pearson correlation analysis, and Regression analysis.
The results indicated that customers's food related lifestyle was divided into three segments after cluster analyses. They were “Unconcerned group”, “Social group” and “Conscious group.” There were significant differences between different segments of food-related lifestyle. Factor analysis was used to extract two consumer value evaluation factors: “hedonic value” and “utilitarian value.” When analyzing the relationships between food-related lifestyle, hedonic and utilitarian value, and behavioral intentions in the regression techniques, and utilitarian value were the best predictive factors to behavioral intentions. The second predictive factors were hedonic value. Hedonic and utilitarian value will cause mediating effect on the “attitudes to advertising” to behavioral intentions.
