無菜單料理餐廳之消費意願探討

文化大學機構典藏 CCUR > 商學院 > 觀光事業學系暨研究所 > 博碩士論文 > Item 987654321/51082

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题名:	無菜單料理餐廳之消費意願探討 Discussion on the Consumption Willingness of Non-menu Cuisine Restaurants
作者:	齊克
贡献者:	觀光事業學系觀光休閒事業碩士在職專班
关键词:	無菜單料理餐廳網路口碑消費價值消費意願 non-menu cuisine restaurants internet word of mouth consumption value consumption willingness
日期:	2022
上传时间:	2023-02-21 14:13:33 (UTC+8)
摘要:	隨著經濟結構與生活形態的轉變，了解影響消費者選擇餐廳的因素相當重要，除了食物的品質、優質的環境及餐廳的服務品質之外，建立與消費者的良好關係，讓消費者有較高的消費意願，更是刻不容緩的課題。本研究以無菜單料理餐廳為研究對象，探討其網路口碑、消費價值、消費意願之關聯性。問卷調查對象為有意願於該餐廳用餐之消費者，統計結果發現網路口碑對消費價值、網路口碑對消費意願、消費價值對消費意願皆呈現正向相關。研究結果與建議如下：1.建構多元網路平台行銷策略。2.增加活動讓顧客參與。3.多與顧客互動，建立關係。 With the transformation of the economic structure and lifestyle, it is very important to understand the factors that affect consumers' choice of restaurants. In addition to the quality of food, the high-quality environment and the service quality of restaurants, it is necessary to establish a good relationship with consumers, so that consumers can better High consumption willingness is an urgent issue. This study takes no-menu restaurants as the research object, and explores the correlation between their Internet word-of-mouth, consumption value, and consumption willingness. The subjects of the questionnaire survey are consumers who are willing to dine in the restaurant. The statistical results show that Internet word-of-mouth has a positive correlation with consumption value, Internet word of mouth with consumption intention, and consumption value with consumption intention. The research results and recommendations are as follows: 1. Construct a marketing strategy for multiple network platforms. 2. Increase activities to allow customers to participate. 3. Interact more with customers and build relationships.
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