臺灣博碩士論文加值系統

中文摘要
　　根據全國營養師公會的統計顯示，2013年台灣每日外食人口已高達2千萬人次，餐飲市場規模蓬勃，餐廳的消費情況亦相當重要。
　 本研究主要探討不同餐廳消費者之社經背景與產品涉入、知覺風險的關係，以及產品涉入、知覺風險對購買意願的影響。本研究以性別、年齡、職業、教育程度、婚姻狀況以及平均收入，作為衡量社經背景的構面。 透過問卷調查法，以餐廳消費者為對象，共回收有效問卷124份。所得資料以統計軟體SPSS進行分析，分析問卷之信度與因素分析測驗，類別變相對於變數之檢定結果，並進行迴歸分析，研究結果發現：
1. 餐廳消費者的性別，教育程度以及婚姻狀況對於產品涉入並無顯著差異；而不同年齡，職業與平均收入的餐廳消費者對於產品涉入有顯著差異。
2. 餐廳消費者的社經背景與其知覺風險無顯著相關性。
3. 餐廳消費者的產品涉入會正向顯著影響購買意願。
4. 餐廳消費者的知覺風險會負向顯著影響購買意願。

Abstract
According to the survey of Taiwan Dietitian Association, the number of out-dining population in Taiwan has been reached to 20 million per day. Since the size of catering market is huge and growing, the consumer behavior on restaurant choosing is very important.
This study intends to explain the relationship between the background of restaurant customers, product involvement and perceived risk, also examine the effect of consumer product involvement and perceived risk on purchase intention through restaurant customers’ perceptions.
This study use gender, age, occupation, education, marriage and average income as the facets of restaurant customers’ background.
Through questionnaire survey, we got 124 results from restaurant customers. This study use SPSS program to analyze the data, to examine reliable analysis, factor analysis and regression analysis.
The result of this study are as follow:
1. There was no significant difference between Gender, education, marriage of restaurant customers and product involvement of restaurant customers. There was significant differences between age, occupation, average income of restaurant customers and product involvement of restaurant customers.
2. There was no significant difference between restaurant customers’ background and their perceived risk
3. The product involvement of restaurant customers has a significant positive effect on purchase intention.
4. The perceived risk of restaurant customers has a significant negative effect on purchase intention.

中文摘要 I
Abstract II
致謝辭 III
目錄 IV
表目錄 VI
圖目錄 VII
第一章 緒論 1
第二章 文獻探討與研究假設 3
2.1 產品涉入 (product involvement) 3
2.1.1 涉入的定義 3
2.1.2涉入的型態 5
2.2 知覺風險 (perceived risk) 9
2.3 購買意願 (Purchase Intension) 13
第三章 研究方法 14
3.2 研究變數之操作性定義與衡量構面 16
3.2.1 產品涉入(product involvement) 16
3.2.2 知覺風險 (perceived risk) 20
3.2.3購買意願 (Purchase Intension) 23
第四章 資料分析 25
4.1 問卷回收及樣本資料分析 25
4.1.1 問卷回收 25
4.1.2 基本資料部分 25
4.1.3 餐廳消費者之決策與購買選擇分析 30
4.1.4 餐廳消費者的購買選擇分析 31
4.2 實證研究信度與因素分析 32
4.2.1 信度檢定 32
4.2.2 驗證式因素分析 33
4.3 類別變數假說檢定 35
4.3.1 產品涉入 35
4.3.2 知覺風險 36
4.4 迴歸分析 37
第五章 研究結果與建議 38
5.1 研究結果 38
5.1.1 餐廳消費者的社經背景與決策過程和購買選擇分析 38
5.1.2 餐廳消費者的社經背景與其產品涉入有顯著相關性 39
5.1.4 餐廳消費者的社經背景與其知覺風險無顯著相關性 40
5.1.5 產品涉入會正向顯著影響購買意願 40
5.1.6 知覺風險會負向顯著影響購買意願 40
5.2 研究限制 41
5.3 研究實務建議 41
5.3.1 定價與餐廳定位策略 41
5.3.2 建構豐富的資訊平台 42
5.3.3 建立口碑，增進服務品質 42
5.3.4 多元的行銷策略 43
參考文獻 44
英文部分 44
中文部分 48
附錄 實測問卷 49


表 2-1 涉入定義彙整表 4
表3-2-1 產品涉入衡量構面與問項 18
表3-2-2 知覺風險衡量構面與問項 21
表3-2-3 購買意願衡量構面與問項 24
表4-1 問卷基本資料 26
表4-2 問卷基本分析 28
表4-5 信度分析 32
表4-6 因素分析之因素負荷量評選標準 33
表4-7 因素負荷量 33
表4-8 產品涉入假設分析 35
表4-9 知覺風險假設分析 36
表4-10 迴歸分析 37


圖1-1 台灣餐飲業歷年產值 1
圖2-1-1 涉入關係圖 6
圖 3-1 研究架構圖 14

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