餐廳消費者不同涉入程度於葡萄酒點選考量因素之探討

The Considerations of Selecting Wine among Different Levels of High or Low Involvement Restaurant Consumers

10.7018/JTU.201211.0085

蔡華端(Hua-Tuan Tsai)；鄭富元(Fu-Yuan Cheng)；葉龍泰(Lung-Tai Yeh)

葡萄酒 ； 涉入 ； 購買選擇 ； wine ； involvement ； purchase decision

稻江學報

6卷1&2期（2012 / 11 / 01）

85 - 99

繁體中文

葡萄酒銷售能帶給餐廳很高的利潤，餐廳如欲提升葡萄酒銷售量，首要工作即了解消費者選擇葡萄酒時的考量因素，本研究以曾於具備完整葡萄酒單餐廳點選葡萄酒之消費者為研究對象，區分出兩群消費者，分析不同涉入程度之消費者，其點選葡萄酒考量因素之差異。研究結果發現，低涉入之消費者重視「同桌朋友的建議」及「服務人員的推薦」。高涉入消費者則重視「能和點選的食物做搭配」、「國家或產區」、「葡萄品種」和「嘗試些不一樣的葡萄酒款」。研究成果可做為餐廳業者未來進行人員訓練、葡萄酒單設計及行銷策略規劃之參考。

The selling of wine could bring out high profit to restaurant business. To increase the selling of wine, the priority task is to understand what consumers based on when they are making decisions on selecting wine. The purpose of this paper is to learn the considerations of selecting wine among different levels of high or low involvement consumers. The data were collected from consumers who had experience to order wine in the restaurant with full wine list. The result shows that when consideration of selecting wine, low involvement consumers would mostly take 'suggestions by another at table', 'the waiter recommendation', while 'matched to my food', 'country or region', 'grape variety', 'try something different' are greater importance to the high involvement. The findings of this paper could be taken by the restaurateur as reference for wine recommendation training, wine list designing and marketing strategy planning.