台灣連鎖速食餐廳屬性、享樂及功利價值、行為意圖關係之研究－以台灣Y世代消費者為例

A Study of Relationships among Fast-Food Chain Restaurant Attributes, Utilitarian and Hedonic Value, and Behavioral Intentions: A Case Study of Taiwan's Y-Generation Consumers

姜淳方(Chun-Fang Chiang)；李昀修(Yun-Shiou Li)

Y世代 ； 連鎖速食餐廳 ； 餐廳屬性 ； 享樂及功利價值 ； 行為意圖 ； Y generations ； fast food chain restaurant ； restaurant attributes ； hedonic and utilitarian values ； behavioral intentions

行銷科學學報

8卷1期（2012 / 04 / 01）

77 - 95

繁體中文

近年台灣外食消費市場擴張，其中尤以連鎖速食業之營業額及擴展店數居台灣餐飲業別之冠，外食族群年齡有年輕化的趨勢。消費者在購買決策前會將與餐廳相關的屬性分級成不同的重要程度，並影響所感受的價值。儘管探討屬性及價值的研究也不少，但對於價值的界定模糊，且屬性對於享樂及功利價值，以及享樂、功利價值對於行為意圖之關係仍不明確。因此本研究將以Y世代消費族群為研究對象，探討連鎖速食餐廳屬性、享樂功利價值及行為意圖變數間之關係。本研究於2月1日至2月29日發放網路問卷，回收468份有效問卷。研究結果將餐屬性分為：便利性及設施、餐點價值與推廣行銷、用餐環境衛生安全、服務與客訴處理四類。餐廳屬性分別正向影響享樂及功利價值，享樂價值較功利價值更能影響行為意圖。本研究驗證變數間之因果關係，並提出實務建議。

In recent years, Taiwan's eating-out market has been expanded with growing food and beverage industry, especially for the fast food chain restaurant. The eating-out young consumer is increasing than before. The empirical research indicates that consumer classify restaurant attributes into different degree of importance before purchase decision making, Restaurant attributes affect the value and the overall feel of the consumption process. Though several research investigates the relationship between restaurant attributes and value, but the vague definition of value, and the relationship among attributes, hedonic value, utilitarian value and behavioral intensions remains unclear. Therefore, this study targeted the Generation Y consumers, and investigated the relationship among fast-food chain restaurant attributes, hedonic value, utilitarian value and behavioral intentions. Online survey was distributed, and 468 valid questionnaires were adopted from February 1 to February 29, 2012. Restaurant attributes were categorized into 4 attributes: convenience & facilities, value & marketing, dining environment & food safety, and service & complaint handling. Restaurant attributes positively affected hedonic and utilitarian value, respectively. Hedonic value affected behavioral intentions than utilitarian value did. This study verified the causal relationship among the attributes of fast-food chain restaurant, hedonic and utilitarian value, and behavioral intentions, and provided specific practical suggestions.

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