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研究生:陳玉潔
論文名稱:排隊等待與消費者反應之研究-以餐廳用餐為例
指導教授:陳建維陳建維引用關係
學位類別:碩士
校院名稱:國立政治大學
系所名稱:管理碩士學程(AMBA)
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:97
中文關鍵詞:排隊等待涉入程度從眾行為時間知覺情緒反應滿意度忠誠度
相關次數:
  • 被引用被引用:7
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  • 收藏至我的研究室書目清單書目收藏:4
過去的研究多是以負面的角度去探討等待的現象,的確,等待對許多消費者而言並不是一個良好的經驗,但現實生活中,不乏看到許多人氣商店儘管需要大排長龍,消費者卻還是趨之若鶩,因此本研究欲以餐廳用餐為例,探討排隊等待對消費者態度的影響,本研究主要在了解不同特性的消費者對於排隊是否有不同的反應,在不同的情境下是否也會帶來影響,以及消費者的排隊反應是否會影響到消費者的態度。本文研究架構包含消費者特性和情境因素兩類自變數、中介變數以及消費者態度等三方的相互關係,其中消費者特性包括涉入程度和從眾傾向,中介變數為消費者的排隊反應,包括時間知覺和情緒反應,而消費者的態度包括對需要排隊餐廳認知的價值、對餐廳的滿意度與忠誠度。本研究利用問卷調查和統計分析方法來了解研究變數間的關係。研究結果發現,涉入程度愈高的消費者,雖然等待的情緒反應較負面,但會認為需要排隊的餐廳是有價值的。而在較舒適愉悅的情境下,消費者的時間知覺會較正面,情緒反應會較不負面,這些情境包括用餐時間充裕、用餐前心情愉快等,若情境並非舒適愉悅的,包括像是等待人潮很多、用餐前感到疲累或飢餓,消費者的反應也會較為負面。而對需要排隊餐廳的價值認知與消費者的特性有關,消費者涉入程度愈高或是愈具從眾傾向,消費者愈會認為有價值。而時間知覺和情緒反應會影響消費者的滿意度,滿意度和消費者認知的價值會進而影響忠誠度,消費者的滿意度愈高,或愈是認為需要排隊的餐廳有價值,消費者的忠誠度也會愈高。
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 餐飲業相關研究 5
第二節 等待相關研究 11
第三節 消費者特性 21
第四節 消費情境理論 25
第五節 消費者態度 29
第三章 研究方法 33
第一節 研究架構 33
第二節 研究假設 34
第三節 變數定義與衡量方法 37
第四節 問卷設計與抽樣方法 45
第四章 研究結果 46
第一節 樣本結構 46
第二節 因素與信度分析 51
第三節 各研究變數之相關分析和多元迴歸分析 58
第四節 假說驗證結果討論 66
第五章 結論與建議 69
第一節 研究結論 69
第二節 管理意涵 71
第三節 研究限制 73
第四節 未來研究方向 74
參考文獻 75
附錄一 問卷 92
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