寵物主題餐廳之消費動機與消費行為之研究

A Study of the Consumers' Motivation and Behavior in Pet-Themed Restaurants

10.6132/JCM.2014.7.3.14

王明元(Ming-Yuan Wang)；劉琬菁(Wan-Jing Liu)

消費動機 ； 消費行為 ； 滿意度 ； 寵物餐廳 ； consumers' motivation ； consumers' behaviors ； satisfaction ； pet-themed restaurants

商業現代化學刊

7卷3期（2014 / 03 / 01）

245 - 265

繁體中文

人們對休閒與生活品質隨著生活型態的改變而提高，使得餐廳也發展各式各樣的主題餐廳，以提供消費者多元的選擇與體驗。現在寵物地位提升，人們把寵物視為家庭中的重要成員，更是把寵物視為一起做日常休閒活動的成員而寵物主題餐廳則同時滿足了現代人與寵物的需求。分析結果1.在差異性t檢定上，不同性別之變項在消費者之「消費動機」間發現有顯著差異存在，結果顯示女性對於寵物情感高於男性。2.在單因子變異數分析上，不同年齡、教育程度之消費動機」間發現有顯著差異存在，結果顯示21－30歲消費者對於寵物情感高於41歲以上；高中以下消費者對促銷活動高於研究所消費者。3.「消費動機」對「滿意度」有顯著影響，發現消費動機中的選擇動機對服務與環境滿意度影響係數為0.591：促銷活動及選擇動機對餐點滿意度影響係數為分別0.184；0.509。

With the change of living style, human beings increase the notice of leisure and quality of life. As a result, restaurants also have developed a wide range of themed restaurants to offer various choices and experiences to consumers. Nowadays, the raised position of pets makes that people regard pets as the important members in a family. The following are the research results: 1) From T-test of difference, there is a significant difference discovered existing in the 'consumers' motivation' from the variable of gender. This result means that females have higher affection for pets than males. 2) From the One-way ANOVA, there is a significant difference discovered existing in the 'consumers' motivation' from different age and education. It demonstrates that 21 to 30-year-old consumers have higher affection for pets than those who are older than 41 years old. Consumers, whose educational background was under high school, have higher attention to promotions than those who were completed from graduate schools. 3) 'Consumers' motivation' has a significant influence on 'Satisfaction'. The choice motivation of consumers' motivation for the service and environment satisfaction has an Influence coefficient as 0.591. Promotions and choice motivation for the meal satisfaction has Influence coefficient as 0.184 and 0.509.

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