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研究生:武晨光
研究生(外文):Wu, Chen-Kwan
論文名稱:平價奢華餐廳消費之方法目的鏈模型
論文名稱(外文):The Means-End Chain Model of Affordable Luxury Restaurants Consumption
指導教授:王俊人王俊人引用關係方國榮方國榮引用關係
指導教授(外文):Wang, Jun-renFang, Kuo-jung
口試委員:羅彥棻李銘章蔡木霖
口試日期:2014-06-30
學位類別:碩士
校院名稱:實踐大學
系所名稱:企業管理學系碩士班
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:2014
畢業學年度:102
語文別:英文
論文頁數:67
中文關鍵詞:平價奢華餐廳
外文關鍵詞:affordable luxury restaurant
相關次數:
  • 被引用被引用:0
  • 點閱點閱:227
  • 評分評分:
  • 下載下載:3
  • 收藏至我的研究室書目清單書目收藏:1
According to the “Let them eat cake- marketing luxury to the masses-as well as the classes” Pamela N. Danziger launched in 2005. The middle-class consumers in the U.S.A has changed their behaviors, because of the developed background situation and daily lives thinking would have different from before. “Luxury” was not focus on the expensive materials, highest prices that the symbol of rich people. Affordable luxury goods possessed reasonable price that people could afford it below the word of old-luxury and kept the concept of superior quality, and tent to the emotion of consumer.
The purpose of affordable luxury consumer behavior was relating to restaurants, this study focused on the concrete elements (ex, food, place, and surrounding) and abstract elements (ex, services, quality and costs) of restaurants. This study summarized and used by devising evaluation indicators for Taiwanese cultural cuisine restaurant rating, used the concept of Affordable luxury as well.
This study used means-end chain as research method and interviewed ten consumers and ten restaurant managers, constructed the definition of affordable luxury restaurant and used the means-end chain model (referred to as MEC model), compared the MEC model with consumers and managers, discussed the main idea of affordable luxury in Taiwan. This study focused on the means-end chain model linked up with affordable luxury consumer behavior that used by restaurants for academic research.
Key words: luxury, affordable luxury, restaurant, means-end chain, and interview.
TABLE OF CONTENTS
ACKNOWLEDGEMENT II
ABSTRACT III
LIST OF TABLES V
LIST OF FIGURES VI
CHAPTER 1 INTRODUCTION 1
1.1 Research Background 1
1.2 Research Purpose. 1
CHAPTER 2 LITERATURE REVIEW…………………… ..3
2.1 Definition of Restaurant…. 3
2.2 “New Luxury” or “Affordable Luxury” 3
2.3 Affordable Luxury Restaurants 6
2.4 The Means-End Chain Model 9
CHAPTER 3 METHODOLOGY 14
3.1Research Framework 14
3.2Research Object 14
3.3Laddering Interview 15
3.4Content Analysis 15
3.5Hierarchical Value Map 22
CHAPTER 4 ANALYSIS AND FINDINGS 23
4.1 Hierarchical Value Map of Consumers in Restaurants: Analysis of Attributes Linked up with Consequences 23
4.2 Hierarchical Value Map of Consumers in Restaurants: Analysis of Consequences Linked up with Values 33
4.3 Hierarchical Value Map of Managers in Restaurants: Analysis of Attributes Linked up with Consequences 35
4.4 Hierarchical Value Map of Managers in Restaurants: Analysis of Consequences Linked up with Values 45
4.5 The Definition of Affordable Luxury Restaurants in Taiwan 47
CHAPTER 5 CONCLUSIONS AND SUGGESTIONS 49
5.1 Conclusions 49
5.2 Suggestions 57
REFERENCES 58
APPENDICES 60

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