消費情境、等候經驗、價格與消費者行爲意向關係之研究－以古坑華山地區景觀咖啡廳爲例

Effects of Consumption Situation, Waiting Experience and Price on Consumers' Behavioral Intentions in Scenery Coffeehouse

10.6130/JORS.2008.21(1)3

陳寬裕(Kuan-Yu Chen)

景觀咖啡廳 ； 消費情境 ； 等候經驗 ； 價格合理性 ； 行爲意向 ； scenery coffeehouse ； consumption situation ； waiting experience ； price ； behavioral intentions

戶外遊憩研究

21卷1期（2008 / 03 / 01）

51 - 81

繁體中文

古坑華山地區景觀咖啡廳林立，業者間競爭激烈，但由於各景觀咖啡廳在市場中的定位、特色大略相同，故容易產生削價競爭之情形。在此環境下，景觀咖啡廳業者經營者需先確實掌握消費者行爲意向，然後才能因應其需求特性，提供更高水準之服務。過去探討消費者行爲意向的研究中，較缺乏探討消費情境、等候經驗與價格的影響力。爲了能更周延的確認出影響消費者行爲意向之主要因素，本研究將上述變數之各構念納入考量。爲能確實釐清各構念因素如何影響景觀咖啡廳消費者之行爲意向，本研究採用結構方程模型，以探討各構念因素對消費者之行爲意向的影響力，並瞭解其間之因果關係，以作爲景觀咖啡廳經營者擬定行銷策略之參考。結構方程模型結果顯示，景觀咖啡廳所提供的消費情境對整體服務品質有正向影響；消費者所感受的等候經驗對整體服務品質有正向的影響；消費者所感受的整體服務品質對知覺價值有正向的影響；消費者所感受的等候經驗對知覺價值有正向的影響；餐飲價格之合理性對知覺價值有正向的影響；消費者的知覺價值對於行爲意向有正向的影響；消費者所感受的整體服務品質對行爲意向有正向的影響。

With the competition of market of scenery coffeehouse being heated, if managers want to continue to develop resources, they should understand consumers' behavioral intention, thereby, be able to provide more high-standard services, according to consumers' particular demands. In the past, the research of consumers' intentions and behaviors often discussed factors, such as fare, service quality, customer satisfaction, etc., but lacked in discussions of the effects of consumer situations, waiting experiences, and price. In order to discover the key factors of overall service quality more specifically, this study took the constructs of these variables into consideration. We expected that we could understand these key factors of the relationship, which affect the consumers' behavioral intention, as a reference of the marketing strategy for the coffeehouse scenario. The results of the SEM research showed that the main factor, which affects behavioral intention is the value of service, as perceived by consumers. Among the variables that affect the value of service, the positive effects of the overall service quality are larger than those of the reasonability of the fare, and in the variables that affect overall service quality, the positive effects of the consumer situation are larger than the waiting experience results.

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