| 摘要: | 本研究的主旨是以消費者的觀點探討複合式餐飲業對消費者吸引力的研究，並以台中都會區的複合式餐廳為問卷分析標的。複合式餐廳為餐飲業中異軍突起之新秀，尤其業者特別重視風格獨特的整體設計(包括：外觀、裝潢、佈置、音樂、制服、食物、附屬設施、娛樂活動及服務)，複合式餐飲業究竟是否以這些所擁有的條件作為吸引力，使消費者產生消費的慾望而吸引其上門消費，特別做進一步的探究。 本研究係以曾經消費、體驗過台中都會區複合式餐飲業的一般消費者為研究的調查對象，採用問卷調查的方式，將收集之研究所需資料，加以整理，利用SPSS套裝軟體進行統計分析，根據研究目的，選擇變項尺度合適的統計方法，以描述性次數統計分析、因素分析、單因子變異數分析、信度分析、迴歸分析，進行資料分析處理。 分析結果發現，到複合式餐飲業的消費者以未婚女性年齡在20-29歲為最多；教育程度以大專程度為主；職業則以學生、上班族佔大部份。顯示出複合式餐飲業其主要消費者為現代的大專學生及一般的上班族。 本研究顯示，消費者認為複合式餐飲業的吸引力，在產品、環境、服務、聚客四項特性吸引力當中，以環境特性的吸引力為最強。在消費後體驗感覺方面；以環境特性體驗感覺是享受的、美感的，並願向親友推薦宣傳最為同意。在消費後整體滿意度方面，對環境特性的整體滿意程度為最高，顯示出環境特性對複合式餐飲業的重要程度。另依據迴歸分析的結果顯示，對消費後體驗影響力最大的為環境特性，對消費後的滿意度影響力最大的為聚客特性，表示吸引力與特性具有明顯的相關程度。
The purpose of this research is to explore the attraction of the combinative restaurants to consumers from the viewpoints of consumers. Combinative restaurants in urban area of Taichung are selected as the objects of questionnaire analysis. The combinative restaurant is a new style in the restaurant sector. The owners particularly emphasize on unique style of their overall designs (including appearance, settings, decoration, music, uniform, foods, auxiliary facilities, recreation activities, and service). Further study is made to explore whether these conditions they provide can attract the desires of consumers and attract the consuming behaviors. General consumers who have consumed at and experienced the combinative restaurants in urban area of Taiwan are adopted in this study as the objects of the investigation. Materials required for this study are collected and statistically analyzed by SPSS software package. Based on the purpose of this study, the variable scale suitability statistical analysis method is selected and descriptive frequency statistical analysis, factor analysis, single factor variance analysis, credibility analysis, and regression analysis are used to process data analysis. The analysis results find that among consumers of combinative restaurants, unmarried females with ages from 20 ~ 29 have the highest percentage, with a majority of college level in term of education, and a majority of students and office people in term of occupation. These results indicate the major consumers of the combinative restaurants are modern college students and general office people. This study shows that among four features of attraction of the combinative restaurants – products, environment, service and gathering, the attraction of environmental feature is the strongest. For the post-experience feelings, there are consents to the enjoyable and beautiful feelings of the experience of environmental feature and the willingness of recommendation and advertise to relative and friends. For the overall satisfaction after consumption, the degree of overall satisfaction to the environmental feature is the highest. These indicate the important degree of environmental feature of the combinative restaurants. In addition, the regression analysis results show that the environmental feature has the most affection on post-consumption experience, and the gathering feature has the most affection on post-consumption satisfaction. These results indicate the attraction is significantly correlative with feature. |
