餐廳選擇行為之研究－飲食相關生活型態之應用

A Study of Restaurant Selection-An Application of Food-Related Lifestyle

10.29429/JSLHR.201406_9(2).04

蘇靖淑(Ching-Shu Su)

生活型態 ； 飲食相關生活型態 ； 餐廳選擇 ； 餐廳消費 ； Lifestyle ； food-related lifestyle ； restaurant selection ； restaurant consumption

運動休閒餐旅研究

9卷2期（2014 / 06 / 01）

56 - 76

繁體中文

本研究主要探討飲食相關生活型態與餐廳選擇行為之關係，針對不同飲食相關生活型態之餐廳消費者，了解其餐廳選擇行為之差異。本研究以問卷調查法進行資料的收集，以餐廳消費者為研究對象，採便利抽樣的方式，請消費者填寫問卷。本研究共發出500份問卷，總回收396份有效問卷，回收率為79.2%。本研究之問卷內容包括三部份，第一部份是飲食相關生活型態，第二部份為餐廳選擇行為，第三部份則是消費者的人口統計變項，包括性別、職業、年齡、教育程度、婚姻狀況、收入等。資料分析方法以敘述性統計，信度分析，因素分析，集群分析以及獨立樣本t檢定。研究結果發現，不同飲食相關生活型態的消費者在餐廳選擇行為具有顯著的差異。最後，提出本研究之結論與建議，以及未來研究方向之建議。

This research aims to explore the relationship of food-related lifestyle and restaurant selection which focused on the difference of restaurant selection among the consumers with different food-related lifestyles. Questionnaire survey was employed to collect the data from restaurant consumers by convenient sampling. Totally 396 valid samples were obtained by distributing 500 questionnaires and resulted in 79.2% of the returning rate. There are three parts in the questionnaire including food-related lifestyle, restaurant selection and respondents' demographics. Descriptive statistics, reliability analysis, factor analysis, cluster analysis and independent-sample t-test were utilized to proceed data analysis. The results revealed that there's significant difference on restaurant selection among different related-lifestyle consumers. Finally, conclusion, suggestions and the direction for future research were proposed.

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