COVID-19疫情期間餐飲消費行為之研究

The Research of Catering Consumption Behavior during COVID-19 Epidemic

陳宏斌(Hung-Bin Chen)

新冠肺炎 ； 負面情緒 ； 恢復性消費動機 ； 報復性消費行為 ； Covid-19 ； Negative Emotions ； Restorative Consumption Motivation ； Retaliatory Consumption

島嶼觀光研究

14卷4期（2023 / 12 / 01）

44 - 59

繁體中文;英文

本研究旨在探討Covid-19疫情影響下，消費者的報復性餐飲消費行為是否存在，並以Covid-19疫情期間受訪者的負面情緒、恢復性消費動機及報復性消費行為為研究變項。本研究編擬問卷並透過網路填答方式蒐集所需資料，以SmartPLS 4.0與SPSS 23統計軟體進行分析，以偏最小平方法（PLS）驗證研究假設，據以說明研究變項之間的因果關聯。本研究共收回有效問卷300份，研究結果顯示受訪者年齡以21～30歲（36.33%）居多、女性則佔62.67%、職業以服務業33.67%佔多數。受訪者普遍表達對於疫情感到擔憂，而對恢復性消費動機與疫情導致的購物獎勵行為的認知皆為尚可。另外研究結果顯示，於Covid-19疫情下產生的負面情緒、恢復性消費動機對報復性消費行為皆達顯著影響；負面情緒對恢復性消費動機亦達顯著影響；恢復性消費動機在負面情緒對報復性消費行為的關係中具有中介效果。本研究結論可供餐飲業經營之參考，並提出建議與後續研究課題。

This study aims to explore whether consumers' compensatory catering consumption behavior exists under the influence of the Covid-19 epidemic, and uses the negative emotions, restorative consumption motivations and retaliatory consumption of respondents during the epidemic as research variables. This study compiled a questionnaire to collect the required information through online filling, and analyzed it with Smart PLS 4.0 and SPSS 23 statistical software. The partial least squares method was used to verify the hypothesis to explain the causal relationship between variables. A total of 300 valid questionnaires were collected in this study. The research results show that the majority of the respondents are 21 to 30 years old (36.33%), 62.67% are women, and the majority are in the service industry (33.67%). Respondents generally expressed concerns about the epidemic, while restorative consumption motivations and shopping reward behaviors caused by the epidemic were both acceptable. In addition, the research results also found that negative emotions and restorative consumption motives generated under the Covid-19 epidemic have a significant impact on retaliatory consumption. Negative emotions also have a significant impact on restorative consumption motives. Restorative consumption motivation has a mediating effect on the relationship between negative emotions and retaliatory consumption. The conclusions of this study can be used as a reference for catering industry operations, and suggestions and follow-up research topics are proposed.