臺灣博碩士論文加值系統

論文摘要
任何餐廳，菜單是主要的銷售工具。在行銷走向客製化的趨勢下，愈來愈重視讓消費者自行決定所需要的產品選擇形式、配置方式，和自由取捨的空間，及製造歡樂活躍的就餐氣氛。因此，不同的方案建構方式和愉快的用餐氣氛，對於消費者選擇產品的影響就愈顯得重要。

依據上述，本研究以西餐廳的菜單為主，探討兩種方案建構方式(option-framing methods)，分別是「完整型產品扣除不想要的產品選項」（subtractive option framing,以–OF表示）和「基本型產品加上想要增加的產品選項」(adding option framing ,以+OF 表示)及消費者的正負面情緒對選擇滿意度與購買決策的影響。

本研究採取「受測者間因子實驗設計」( between-subjects factorial design )，以方案建構方式(完整型–OF/基本型+OF )、消費者用餐情緒(正面情緒/負面情緒)為獨變項，以消費者的心理反應(選擇滿意度)與購買決策(選項數目)為依變項。每實驗情境可設計出2×2共四種菜單銷售方式的情境，受來試驗受測者之間的關係；在產品方面，以曾經有過消費經驗西餐廳的菜單為產品。


經由統計分析，最後結果顯示: 完整型(-OF)比基本型(+OF)的方案建構方式，可得到比較高的購買金額，同時，也不會有較差的選擇滿意度。而消費者正面情緒用餐比負面情緒用餐，可得到比較高的購買金額，及比較高的選擇滿意度。因此，在完整型(-OF)的方案建構方式下，業者可得到比較高的獲利，又不會導致消費者的不滿意。

Abstract
Menu is the primary marketing tool in any restaurant. With marketing following the customized trend, customers are more and more often allowed to decide forms, arrangement of product, to choose voluntarily, and to create merry dining atmosphere. Therefore different option-framing methods and pleasant dining atmosphere are playing more important role in customer’s choices.

Based on the abovementioned information, the research focuses on menus to investigate two option-framing methods, subtractive option framing (–OF) and adding option framing (+OF), and the impact of customer’s positive and negative emotions on his/her satisfaction and decision.

This research adapts between-subjects factorial design and uses option-framing methods (–Of and +OF), customer’s dining mood (positive emotion/negative emotion) as independent variables and customer’s psychological response (satisfaction of choice) and purchase policy ( numbers of choices) as dependant variables. Each experimental scenario has four (2×2) menus for marketing to test their relationship between examinees. In terms of products, menus that were actually used in restaurants were chose.


Based on statistics, the findings show: -OF is the better option-framing method than +OF that results in higher expanse with less negative satisfaction. Customer’s positive dining mood results in higher expanse and stronger positive satisfaction than negative dining mood. Therefore with –OF, more profit and less negative satisfaction of customers would be yielded.

目 次
　　　　 頁 次
第 一 章 緒論……………………………………………………………… 1
　第一節 研究動機………………………………………………………… 1
　第二節 研究目的………………………………………………………… 3
　第三節 研究流程………………………………………………………… 4

第 二 章 文獻探討………………………………………………………… 6
　第一節 方案建構方式…………………………………………………… 6
　第二節 菜單行銷對餐廳的影響………………………………………… 13
　第三節 情緒對選擇的影響……………………………………………… 16

第 三 章 研究方法………………………………………………………… 26
　第一節 研究架構………………………………………………………… 26
　第二節 研究假設………………………………………………………… 28
　第三節 變項之操作性定義……………………………………………… 30
　第四節 研究設計………………………………………………………… 32
　第五節 資料分析方法…………………………………………………… 39

第 四 章 研究結果與分析………………………………………………… 40
　第一節 受測者基本資料分析……………………………………………… 42
　第二節　方案建構方式及用餐情緒對購買金額之影響…………………… 44
　第三節　方案建構方式與用餐情緒對選擇滿意度之影響 ……………… 47
　第四節　其他混淆變項的控制 …………………………………………… 50
　第五節　菜單選擇後的選項種類分析…………………………………… 52

第 五 章　結論與建議………………………………………………………… 54
　 第一節 研究結論………………………………………………………… 54
　 第二節 行銷上的建議…………………………………………………… 57
　 第三節 研究限制及後續研究建議……………………………………… 60

參考文獻……………………………………………………………………… 61
一、中文部分……………………………………………………………… 61
二、英文部分……………………………………………………………… 62
附錄: 正式問卷……………………………………………………………… 71

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