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研究生:陳雅琴
研究生(外文):Chan Ah Kim
論文名稱:異國餐廳用餐的感知與意向
論文名稱(外文):The Perception and Intention of Eating at Exotic Restaurants
指導教授:孫瑜華孫瑜華引用關係洪榮昭洪榮昭引用關係
指導教授(外文):Yu-Hua Christine SunJon-Chao Hong
學位類別:碩士
校院名稱:國立臺灣師範大學
系所名稱:餐旅管理與教育研究所
學門:民生學門
學類:餐旅服務學類
論文種類:學術論文
論文出版年:2011
畢業學年度:100
語文別:中文
論文頁數:99
中文關鍵詞:異國餐廳計畫行為理論享樂價值
外文關鍵詞:Exotic restaurantsTPBHedonic Value
相關次數:
  • 被引用被引用:9
  • 點閱點閱:702
  • 評分評分:
  • 下載下載:234
  • 收藏至我的研究室書目清單書目收藏:2
本研究主要針對台灣的消費者在選擇到異國餐廳用餐的意向與行為,並以解釋與預測個人行為的計劃行為理論 (Theory of Planned Behavior)作為分析途徑與研究架構。本研究亦探討休閒效益、主觀規範、知覺行為控制和行為意圖之間變項的關係,並且加入享樂價值 (Hedonic Value) 外在變項,以探討其中是否具有影響。本研究主要是透過網路發放問卷,並以結構方程模式 (SEM) 作為研究工具,及SPSS19.0 和 AMOS19.0來分析資料。研究結果顯示休閒效益和知覺行為控制對行為意圖有正向顯著影響,享樂價值亦會透過休閒效益和知覺行為控制對行為意圖有正向顯著影響,然而主觀規範對於行為意圖無顯著影響。除此之外,研究亦發現享樂價值對行為意圖有顯著影響。
The research framework of this thesis is based on Ajzen’s “Theory of Planned Behavior” (1985). The main purpose is to investigate the consumer’s behavioral intention, explore the relationships among each variable, and predict consumer’s intention. This research will help the businessmen survive competition and help develop sustainable strategies.In order to investigate and predict the consumer’s behavioral intention of eating at exotic restaurants, the author uses Internet questionnaire and applies 7-pont Likert-type scale, structural equation modeling, SEM) and statistical software AMOS 19.0 to analyzing the data. Through the analysis of the following variables: leisure benefit, subjective nor, perceived behavior control and a newly added “Hedonic values,”the author explores how these variables influence consumer’s attitude and intention of eating at exotic restaurants.
誌謝 I
摘要 II
表目錄 VII
圖目錄 VIII
第一章 緒論 1
第一節 研究背景和動機 1
第二節 研究目的 4
第三節 名詞釋義 5
第四節 研究步驟 7
第二章 文獻回顧 8
第一節 異國餐廳 8
一、 台灣餐飲業之分類 8
二、 台灣異國餐廳之發展與趨勢 9
第二節 計畫行為理論 12
一、 理性行動理論 (Theory of Reasoned Action, TRA) 12
二、 計畫行為理論 (Theory of Planned Behavior, TPB) 14
第三節 享樂價值 20
一、 享樂價值之定義 20
二、 享樂價值與休閒效益、主觀規範和知覺行為控制之影響 22
第三章 研究方法 24
第一節 研究架構與假設 24
第二節 研究對象與抽樣方法 26
第三節 研究工具 27
第四節 資料分析方法 32
第四章 資料分析與研究結果 39
第一節 描述統計分析 39
第二節 問卷之常態分配、信度與效度結果 47
第三節 相關係數分析 66
第四節 人口統計變項的多變量變異數分析 67
第五節 結構方程式分析 75
第五章 結論與建議 79
第一節 討論與結論 79
第二節 研究建議 81
第三節 研究限制 83
參考文獻 84
一、 中文部分 84
二、 英文部分 87
附錄一 正式問卷 95
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