臺灣博碩士論文加值系統

在餐旅產業中，透過菜單來對消費者做行銷，是一項必須而且不需花太多金錢的行銷工具，但是卻可以創造企業的利潤的好方法，本研究的目的主要探討產品的分類方式會影響消費者的知覺、購買意願，甚至可能改變消費者的購買行為，以餐旅業的雞尾酒產品為一例子，進行分類方式影響消費者的知覺及購買意願的實驗設計。
研究方法以受測者間因子實驗設計（between-subject factorial design），研究的範圍為一般的消費者，獨變項為分類的方式，區分為五種酒單分類的情境設計，分為無分類、理性分類訴求又分為製作方法及口味方法分類、感性分類訴求分為顏色方法及情感方法分類；依變項為知覺及購買意願，分別由好奇心/吸引力及購買意願，以李克特的七點量表來衡量，實驗材料為雞尾酒酒品，來試驗受測者因為獨變項分類方式的不同造成知覺與購買意願上的差異比較。

資料分析的結果，有分類的酒單設計比無分類酒單在知覺及購買意願上，有更多的好奇心、吸引力及購買意願，理性分類訴求的酒單中的口味分類情境而言，在影響消費者嚐試性購買意願上，消費者以選擇集中的甜分類、涼分類及酸分類；而感性分類訴求的酒單中之情感分類，消費者的嚐試性購買意願上就比較分散在各個分類中，以幻想、歡喜、愛情、思念這幾個分類之中，研究發現，酒單分類上的訴求還是以正面的訴求對消費者比較有正面的回應。
行銷的應用上，以雞尾酒單為實證之例，建議行銷業者可以先以感性分類的酒單來設計，引導消費者做分散式偏好嚐試性購買行為，以感性的酒單來達到分散式偏好的行銷策略的意圖，進而創造不同的消費模式，行銷策略上值得業者關注。

In F&B Industry, marketing with the menu to customers is necessary and inexpensive. Moreover, it is also the good tool for enterprises to create more profits. The purpose of this research is to discuss the effect of products’ assortment on consumers’ perception, buying intention, even the changes of consumers’ purchase behavior. Therefore, taking cocktail products as an example in this study, design the assortment for the cocktail menu and experiment the effect on consumer’s perception and buying intention.

The research method adopts a “between-subject factorial design” among the persons who are examined, ranges studied are general consumers. Independent variable is assortment; divides the situation classification into five kinds of cocktail menu to design, such as None Assortment, Manufacture Method and Flavor Method from rational assortment, Color Method and Emotion Method from emotional assortment. Dependent variables are perception and buying intention, measure the curiosity / attractiveness and buying intention separately by the Likert 7-point scale. Materials are the names of cocktails. The subject of different assortments cause consumer’s various perceptions and buying intention are tested.

The result shows assorted cocktail menu on the perception and buying intention is significant higher than none-assorted cocktail menu. For flavor assortment, consumers choose centrally the classifications of Sweet, Cold, and Sour flavor. For emotion assortment, the choices are dispersed all in Fantasy, Gladness, Loving and Missing, four classifications. According to this research, positive classifications on cocktail menu have more positive responses from consumers.

目 次
第一章 緒論
第一節 研究動機及目的………………………………………… 1
第二章 文獻回顧
第一節 分類理論定義…………………………………………… 5
第二節 廣告訴求「理性與感性」相關理論…………………… 7
第三節 菜單設計影響消費者行為………………………………10
第四節 消費者知覺與購買意願相關文獻………………………11
第三章 研究方法
第一節 研究架構…………………………………………………15
第二節 操作型定義與衡量………………………………………16
第三節 前測實驗設計……………………………………………19
第四節 實驗設計…………………………………………………22
第五節 問卷內容…………………………………………………25
第六節 分析方法…………………………………………………28
第四章 結果與資料分析
第一節 前測實驗基本資料分析…………………………………29
第二節 正式實驗之受測者基本資料分析………………………35
第三節 信度分析…………………………………………………39
第四節 有分類酒單對無分類酒單有較高的好奇心、吸引力及購買意願之影響………………………………………………40
第五節 感性分類酒單相較理性分類酒單，有較高的好奇心、吸引力及購買意願之影響……………………………………43
第六節 理性分類酒單相對於感性分類酒單有較集中式偏好嚐試點購行為，而感性分類酒單有較分散式偏好嚐試性點購行為之影響…………………………………………………49
第七節 其他混淆變項分析………………………………………52
第五章 結論與建議
第一節 研究結果彙整……………………………………………57
第二節 研究應用…………………………………………………61
第三節 研究限制及後續研究建議………………………………63

參考文獻………………………………………………………………64
附錄……………………………………………………………………68


表次與圖次
表次
表1 獨變項操作型定義與衡量…………………………………16
表2 依變項操作型定義與衡量…………………………………17
表3 前測實驗材料………………………………………………21
表4 集中式的選擇………………………………………………24
表5 分散式的選擇………………………………………………24
表6 實驗五個情境模擬…………………………………………26
表7 問卷內容設計………………………………………………27
表8 前測分析描述性統計整理…………………………………29
表9 口味、顏色及情感分類之受測者知覺分類歸納分析表 …33
表10 各情境酒單中受測者基本資料百分比分析………………36
表11 受測者基本資料變異數分析表……………………………38
表12 五種情境分類方式對知覺及購買意願之平均值…………42
表13 五種情境分類方式對知覺及購買意願之變異數分析……42
表14 四種情境分類方式對好奇心之平均值……………………46
表15 四種情境分類方式對吸引力之平均值……………………47
表16 四種情境分類方式對購買意願之平均值…………………48
表17 購買意願之嚐試性點購行為之平均值……………………50
表18 四個酒單分類情境中的五小類之變異數分析表………51
表19 各混淆變數在各組間的變異數分析表…………………54
表20 四個酒單五小類內喜好度平均值………………………55
表21 四個酒單五小類內熟悉度平均值………………………56
表22 研究假說結果彙整表……………………………………60
圖次
圖1 本研究觀念性架構圖……………………………………14

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