排隊美食行為因素之研究-以台中大專校院學生為例

A Study on the Factors of Behavior of Gourmet Queueing-The Case of College Students in Taichung City

葉冠麟

行為意願 ； 行為意圖 ； 品牌價值 ； 炫耀性消費 ； 好奇心 ； Behavioral Willingness ； Behavioral Intention ； Brand Value ； Conspicuous Consumption ； Curiosity

中山醫學大學健康餐飲暨產業管理學系碩士班學位論文

2017年

碩士

張曉平

繁體中文

在台灣排隊等候是普遍的消費經驗。排隊等候往往使人心生不耐，但在大排長龍的店家外，卻能看到顧客陸續加入排隊的隊伍之中。顧客願意花費時間與金錢排隊等候，表示商品對於顧客有著莫大的吸引力。其中，又以美食最能夠不分男女老幼吸引顧客前來排隊，而顧客排隊的因素包含：受品牌名氣吸引、可能想搶先他人進行體驗來做炫耀、或是對吸引人潮商品的好奇心，促使他去排隊等候。過去研究指出，人從事特定行為時，有人是屬於計畫性行為，有人是屬於衝動性行為。然而，尚未有學者將排隊美食行為做更進一步的解釋。因此，本研究想探討消費者排隊美食行為是屬於衝動性行為或是計畫性行為？其次，透過品牌價值、炫耀性消費及好奇心作為前置變項，檢驗消費者是受何種因素驅使其去排隊等候？本研究共發放700份問卷，有效問卷568份，有效問卷回收率81.1%利用結構方程模式分析資料。研究結果顯示，品牌價值會正向影響行為意圖與行為意願。炫耀性消費正向影響行為意願。行為意願與行為意圖會正向影響實際行為且行為意願影響力較大。綜上所述，排隊美食行為受到行為意願的驅使較為強烈，且品牌是影響消費者的關鍵因素，因此，業者應加強品牌經營，才能有效使消費者願意排隊等候。

In Taiwan, most of the consumers have waited in line.Even though Waiting in line usually let people lost patience. When many people line up in front of the store can lure consumers to line up among the ranks of consumers. Consumers are willing to spend time and money to wait in line for commodities, because the commodities have a great attraction for consumers. In many of commodities, the food can make both young and old people come to line up.There are about three reasons cause customers buying somethings. First, they might be attracted by the brand awareness. Second, they might want to show off that they’ve already tried the products. Third, they might be curious about the new products.According to the past studies, people would have two kinds of behaviors of starting doing something. One is having a complete plan before doing; another is doing it without thinking.However, lining up for food hasn’t been clarified in impulsive behaviors or planned behaviors. Therefore, I want to discuss this kind of behaviors and get the result whether is part of impulsive behaviors or planned behaviors or not in this article.Through the brand value, conspicuous consumption and curiosity as a pre-change, and to test the consumer is affected by what factors to drive people to wait in line?A total of 750 questionnaires were distributed in this study and I have recycled 586 copies. Among them, there are 568 copies effective questionnaire. The effective questionnaire recovery rate was 75%. The results show that brand value has a positive effect on behavior intention and behavior willingness. Conspicuous consumption has a positive effect on behavior intention. Behavior intention and behavior willingness both affect the actual behavior, and behavior willingness is more powerful.Over all, brand awareness is the biggest cause for customers consuming. Therefore, in order to effectively prompt consumers to wait in line, industries should strengthen the brand management.

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