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研究生:李承軒
研究生(外文):Li Cheng-Xuan
論文名稱:中式速食餐廳食物品質知覺價值之探討: 健康美味與環保觀點
論文名稱(外文):Perceived Value of Food Quality in Chinese Fast Food Restaurants: Perspectives of Healthiness, Taste, and the Environment
指導教授:駱香妃駱香妃引用關係
指導教授(外文):Louh Hsiang-Fei
口試委員:王國欽林庭煒
口試委員(外文):WANG,GUO-QINLIN,TING-WEI
口試日期:2014-07-15
學位類別:碩士
校院名稱:輔仁大學
系所名稱:餐旅管理學系碩士在職專班
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:2014
畢業學年度:102
語文別:中文
論文頁數:68
中文關鍵詞:中式速食餐廳食物品質知覺價值購買意願
外文關鍵詞:Chinese fast food restaurantfood qualityperceived valuepurchase intention
相關次數:
  • 被引用被引用:7
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近年來,由於市場國際化及自由化,國際連鎖速食餐飲品牌進入台灣,更掀起眾多中式餐飲業對產品的標準化及研發,並仿效西式速食之品質、服務、清潔與價值的經營理念。過去研究已發現消費者在選擇食物所考量的因素中,以食物品質為最大之影響因素,能夠正向影響顧客滿意度與再惠顧意圖。因此,提高顧客於食物品質之知覺價值,應是影響中式速食業成功的重要決定因素,故本研究以健康、美味與環保觀點,透過2 x 2 x 2三因子組間實驗設計,探討受測者對於中式速食餐廳不同健康、美味與環保取向之組合食品的知覺價值,並進一步驗證知覺價值對購買意願之影響,以及不同人口統計特性之可能的知覺價值差異。研究採問卷調查法,以立意抽樣不同人口統計特性之消費者,總計回收300份有效樣本,研究結果以描述性統計、單因子變異數與迴歸分析進行資料統計,以驗證本研究之假設。研究結果發現顧客對不同健康、美味與環保取向組合之食品知覺價值不同,其中健康取向為顧客主要衡量知覺價值之因素,其次依序為美味與環保取向;除此,中式速食餐廳顧客對於食物品質之知覺價值,會正面影響其購買意願;而隨著顧客之年齡與收入之增加,顧客對食物品質之知覺價值亦有所提升,惟並未有顯著之統計差異。研究結果期能提供中式速食業者菜單設計與市場區隔之參考,以提高餐食產品之競爭力。
In recent years, as a result of market internationalization and liberalization, international fast food restaurant brands chains have arrived in Taiwan, bringing about a degree of standardization in the Chinese catering industry, as well as more research and development of products. This has also ingrained the philosophy that food quality is the most important factor for consumers when selecting food and can positively affect customer satisfaction and repurchase intentions. Hence, enhancing customer perceived value of food quality should be an important determinant of the success of the Chinese fast food industry. This study aims to explore the participants’ perceptions of the value of food quality with a 2 x 2 x 2 three factor design on the perspectives of healthiness, taste and environmental effect, as well as further verifying the influence of the perceived value of food quality on purchase intentions, along with the possible variations in effect of different demographic characteristics on the perceived value of food quality and behavior intentions. Purposive sampling was used and respondents with different demographic characteristics were recruited. A total of 300 valid samples were collected. To verify the hypothesis of this study, results were analyzed using descriptive statistics, ANOVA and regression analysis. Results showed that customer perceived value of food quality varies according to a combination of healthiness, taste and environmental orientation. The main factor in measuring customer perceived value of food quality is healthiness, followed by taste and environmental orientation. In addition, customer perceived value of food quality in Chinese fast food restaurant will positively affect their purchase intentions. However, customers with different demographic variables (gender, age and income) do not show significant difference in their perceptions of the value of food quality. The findings hope to provide a reference for the Chinese fast food industry in designing menus and enhancing the competitiveness of food products, and thereby establish strategies for market segmentation.
第一章 緒論
第一節 研究背景與動機
第二節 研究目的
第二章 文獻回顧
第一節 中式速食產業定義及分類
第二節 食物品質
第三節 知覺價值
第四節 購買意願
第五節 人口統計特性差異
第六節 現代餐飲趨勢-健康、美味與環保
第七節 各構面關係及假設推論
第三章 研究方法
第一節 研究架構
第二節 實驗設計
第三節 樣本選擇及抽樣方法
第四節 問卷設計
第五節 資料分析方法
第四章 研究結果
第一節 樣本描述分析
第二節 各構面之描述性分析
第三節 單因子變異數分析
第四節 迴歸分析
第五章 結論與建議
第一節 結論
第二節 管理實務意涵
第三節 研究限制與未來研究建議
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