| 摘要: | 近年來，國人對美食的逐日重視，因此常造成旅遊地的小吃店大排長龍。但是同類型的美食小吃店比比皆是，為何消費者都願意耐心排隊等待呢？這種排隊情形是消費者個人出自自願呢? 或是非自願地接受大多數人的意見進而採取與群體一致的行為? 對行銷人員而言，這些消費群體的排隊動機以及影響其排隊行為的因素，是值得深入探討的問題（劉芳梅，1999）。因此，本論文以Lascu &Zinkhan 在1999年提出的從眾行為模型為理論基礎，探究消費者對小吃的排隊行為，並著眼於個人特性、群體特性及排隊動機對其排隊行為之影響。本研究以臺南名勝古蹟旁之四個排隊人潮最多的商家(周氏蝦捲、安平同記豆花，陳氏蝦捲及義豐冬瓜茶)，研究樣本只針對到現場排隊購買的台灣消費者，以問卷調查進行實證分析，共回收433份有效問卷。回收問卷資料以描述型統計、因素分析、信度分析、相關分析及多元迴歸分析。結果發現，他人的意見、當場的排隊人潮、店家的好評價、個人對他人意見的重視，以及媒體與網路的推薦等均影響受訪者認定某家小吃值得排隊的重要因素。最後，本研究就其結果提出行銷建議，供業界與學界參考。
In recent years, the people day by day values to the delicacy, therefore often causes the snack shop big lieutenant's dragon of tour ground.But the delicacy snack shop of the same kind type all like that, why would the consumers like to patiently wait in line?This kind of lining up situation is voluntarily that is the consumer personal to come from Or behavior not and voluntarily accepting the opinion of most people then and adopting in accordance with the community Talk towards selling a personnel and, these consume community of in procession motive and influence it lines up a behavioral factor, is Be worth going deep into study of problem.(Liu Fang Mei, 1999)Consequently, this thesis with Lascu and Zinkhan puts forth in 1999 of from many behavior models for theories foundation, the investigation consumer's in procession behavior to a light repast, and Be fixed attention on to personal characteristic, community characteristic and line up motive to line up behavior to it of influence.This research with of the four of the Tainan famous spots and historical remains sideses the Taiwanese consumer who line up the most store((Zhou Shi shrimp Roll、An Ping Tong Jibean Curd Pudding、Chen Shi shrimp Roll、Yifeng Winter Melon Tea)) in crowd of people, study sample to only aim at scene to line up to purchase, carry on substantial evidence analysis by questionnaire, totally recall 433 valid questionnaires.Recall questionnaire data the statistics, factor analyze with the description type, letter degree analysis and related and analytical and diverse regression analysis.Find as a result that the opinion of others, there and then lines up the good opinion price of crowd of people, store house, personal to the value of otherses opinions, and recommendation's etc. of the media and network all influences an interviewee to affirm that the certain wife and children eats worth line up of important factor.Finally, this research it puts forth sells to suggest as a result and is provided for industry and educational circles to make reference to. |
