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石二锅消费行为影响因子之研究

【中文摘要】:台湾国民生活水平提高,加上政府提倡产业转型的推波助澜之下,对多数餐饮业者而言,台湾市场已经从以往单纯的贩卖餐点赚取利润的餐饮业,进阶成为消费者提升一整套服务流程。懂吃又爱吃美食的台湾人自然也造就了庞大的餐饮商机,不但市场营业额年年成长,餐饮业所带动的周边产业与创造的就业都是国内经济重要的基础。根据市场观察,台湾餐饮市场

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早已是百家争鸣且日趋于饱和,因此越来越多业者透过台湾成功的商业模式将营业範畴扩及到中国大陆、东南亚甚至全世界。然而,美

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味而有特色的餐点早已是成功的餐饮业者必备的条件,而「品牌」成为目前台湾餐饮业者积极投入资源发展的重要指标。
本研究认为品牌对于企业是一个独特且重要的资产,因此以品牌的概念角度切入,深入探讨台湾餐饮火锅业中,消费者是否会受到品牌声誉、餐厅气氛与品牌个性的影响,造成消费行为的改变;而其中品牌认同在影响过程中所扮演的角色,也是本研究关注的重点。此外本研究更进一步将消费情绪此一变数纳入探讨,希望了解情绪在用餐时是否会产生干扰效果。针对曾到石二锅用餐的消费者,本研究共回收647份有效样本,透过阶层迴归分析后发现,品牌声誉、餐厅气氛与品牌个性确实可以显着且正面的影响消费行为。而品牌认同在其中具有部分中介之效果,消费情绪则会对品牌认同影响消费行为的过程中,产生干扰效果。
本研究认为,管理者应努力维持品牌的核心价值,以建立消费者对品牌声誉的一致性;而鲜明的品牌个性可使品牌产生差异化,更可以吸引与品牌个性相近的消费者;良好的餐厅气氛可以让顾客产生不同于过去的消费体验。这些因素皆有助于提高消费者品牌忠诚度等消费行为。此外建议管理者应透过餐厅配色、加强整洁与服务效率等方式提升顾客的品牌认同;利用餐点的创新与服务品质提升,形成正面的消费情绪,加深其对于品牌忠诚度、顾客满意度与购买意愿的影响。
【英文摘要】:In recent years, the living standard in Taiwan is promoted by the growth of economy. With the help of industrial transformation policies employed by Taiwan government, the business model in catering industry changed dramatically. Compare with other industries, starting a business from catering industry is easier. Thus, there are numerous brands succeed in Taiwan, and some of them tend to expend their business to China,

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Southeast Asia even to the whole world.
The core of this study is based on the model of brand personality and literature review. The research model has combined brand reputation, atmosphere, brand personality, brand identification, brand loyalty, customer satisfaction, purchase intention and emotion. The samples of 674 collected through questionnaire survey. The study takes the regression analysis to test the effects of brand reputation, atmosphere, brand personality on consumer behaviors, the mediator effect of brand identification; the moderator effect of emotion. The result showed brand reputation, atmosphere, and brand personality will significantly and positively influence consumer behavior. In addition, brand identification has the partial mediator effect, and the moderator effect of emotion of this study is proved.
Based on the result, managers should be engaged in maintain the core value of the brand to bring out positive consumer behaviors. A restaurant with brilliant brand personality and attractive atmosphere would leads great consumer behaviors as well. Besides, manager can promote brand identification and enhance brand loyalty, customer satisfaction and purchase intention by color arrangement, providing a friendly, clean dining and efficient order service for customers.
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  • 来源:中山大学;作者:陈志峰
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