情境因素對機場消費者選擇餐廳偏好之影響

The Impact of Situational Factors on Consumers' Preferences toward Choosing Restaurants in the International Airport

10.6267/JTLS.2003.9(2)4

劉元安(Yuan-An Liu)；黃上鳳(Shang-Fong Huang)

餐廳型態 ； 用餐情境 ； 消費者偏好 ； 願付價格 ； restaurant types ； consumer preference ； purchase situations ； willing to pay

觀光研究學報

9卷2期（2003 / 11 / 01）

51 - 66

繁體中文

機場餐飲的經營環境與其中的消費者，均有特殊的屬性與背景，因此用餐消費的情境也與一般餐廳的狀況不同。本研究以中正國際機場消費者為研究對象，以問卷調查的方式採便利抽樣，探討他們對機場餐廳型態的選擇偏好，以及情境因素在偏好上的影響。問卷發出391份，回收389份，有效回收率99%。結果發現咖啡專賣店是目前已有的餐廳型態中較受機場消費者青睞的一種，繼之為休閒主題式、日式餐廳、和披薩店，這些是受到消費者偏好但卻是目前尚未出現的餐廳型態。本研究所提出的四種用餐情境構面：價格、購買原因、時間、以及社交環境，都會對消費者在餐廳型態的偏好上造成差異。最後，本研究亦根據研究結果與相關市場脈動，對中正機場營運管理單位、餐廳業務、及後續研究提出實質建議。

The attributes of airport restaurants are different from those operated in the urban area, so are the demographics of their customers. Therefore, it is assumed that the purchase situations of the airport customers are unique to the restaurant operators. This study was to determine the impact of purchase situations on customer preferences toward the restaurant types in the CKS international airport. Convenient sampling method was employed to collect data from 391 customers in the airport restaurants, and the usable questionnaires were 389 (99%). Among the restaurant types currently operated in the airport, café was mostly preferred, followed by theme restaurant, Japanese-style restaurant, and pizza stand which were the types not been seen yet. The four situational factors addressed in this study-price, dining context, time, and social surroundings, were found having significant influences on the customer's preference of restaurant choice. Last of all, conclusions and implications for the airport management, restaurant operators, and further research were presented according to the literature and the contemporary marketing thought.

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