義式餐廳之消費者行為研究－以嘉義市一間平價義式餐廳為例

A Study of Consumers' Behavior on Italian Restaurant- A Case Study of One Fair Price Italian Restaurant Located in Chayi City

10.7018/JTU.201003.0162

鄭富元(Fu-Yuan Cheng)；葉龍泰(Lung-Tai Yeh)；陳文正(Wen-Cheng Chen)

餐飲業 ； 消費者行為 ； 異國知覺 ； Food and beverage industry ； Consumer's behavior ； Exotic perceptions

稻江學報

4卷2期（2010 / 03 / 01）

162 - 178

繁體中文

目前台灣外食人口逐漸增加，年輕人更是外食人口主要的部分，加上飲食習慣的改變，讓異國餐廳興起有如雨後春筍。在台灣目前競爭激烈的情形下，不是每間異國餐廳都能夠獲利和生存，餐廳經營者如何去吸引消費者便是關鍵。本研究主要針對嘉義市義式餐廳為研究方向，藉此探討該區域的顧客對義式餐廳的消費者行為。分析結果顯示，來店用餐之消費者，和朋友或同學一同前往的佔大多數(49.6%)，顧客之平均消費金額300以下之比例高達91%，顯示該餐廳以平價為訴求。消費者對義式餐廳的異國料理知覺以「道地口味知覺」最高(3.68)，而消費動機方面以惠顧動機之平均值最高(3.93)。顯示消費者對義式料理用餐考慮的因素主要是喜歡與滿意義式料理的口味，較少是因為想要體驗異國情調才來用餐。

In Taiwan, more and more people ate outside, in particular the younger generation. Moreover, the people's dietary habits have been different from before. That resulted in increasing the numbers of exotic restaurants. However, only some of them could operate well and earn profits under keen competition. It played an important role to draw the consumers. This study focused on an Italian restaurant located in Chayi city and to investigate the consumer's behaviors in this area. The results showed that most of consumers in this restaurant came with friends or classmates (49.6%), and 91% consumers spent below 300 NT dollars per person. That indicated the operating strategy of this restaurant was fair price. The highest average (3.68) was found in authenticity among the exotic perceptions of this Italian restaurant, and patronage motives showed the highest average (3.93) among the consumer's motives, which suggested that the factors affected the consumers were favor and satisfactions in Italian cuisine of this restaurant, rather than they wanted to have the exoticism experience.

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