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研究生:程潔靜
研究生(外文):CHENG JIE JING
論文名稱:消費者對餐廳網路口碑、消費意願和滿意度之探討 ——以大台北地區和北京為例
論文名稱(外文):The Study of Consumers’ E-WOM, Consumption Intention and Satisfaction among Restaurants ---- The case of the Taipei Metropolitan and Beijing
指導教授:黃韶顏黃韶顏引用關係
指導教授(外文):Huang, Shau Yen
口試委員:柯文華吳淑禎
口試委員(外文):Ko, Wen HwaWu, Shu Chen
口試日期:2015-05-29
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:2015
畢業學年度:103
語文別:中文
論文頁數:117
中文關鍵詞:網路口碑消費意願滿意度餐廳
外文關鍵詞:e-womconsumption intentionsatisfactionrestaurant
相關次數:
  • 被引用被引用:1
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  • 收藏至我的研究室書目清單書目收藏:3
本研究目的是關於消費者對餐廳網路口碑、消費意願和滿意度之間的探討,研究不同背景下的消費者在三者之間的差異,並說明三者之間的關係。以問卷調查的方式進行并採用便利抽樣法,針對大台北地區和北京地區會上網的群體為研究對象,以網路為問卷發放平台,共計回收717份問卷。利用SPSS統計軟體對餐廳網路口碑、消費意願和滿意度三方面進行統計分析。研究結果顯示,在餐廳口碑方面,大台北地區的消費者不同職業和每月平均收入(新台幣)和瀏覽餐廳口碑時間佔上網時間比例的不同上存在顯著差異,北京地區的消費者不同性別和瀏覽餐廳口碑時間佔上網時間比例不同上存在差異;在消費意願方面,大台北地區消費者的不同教育程度對此存在顯著差異,而北京地區消費者不同的月均收入(人民幣)和瀏覽餐廳網路口碑比例對此存在顯著差異;在滿意度方面,兩地消費者的瀏覽餐廳網路口碑所佔時間比例的不同對此均有顯著差異,大台北地區的消費者不同教育程度對此存在顯著差異,而北京地區的消費者不同月均收入(人民幣)對此存在顯著差異。此外,由相關分析顯示出餐廳網路口碑、消費意願和滿意度彼此呈現正相關,表示口碑網評價越好、資訊提供越多,消費者的消費意願和滿意度就越高。本研究希望不僅能夠了解消費者對網路口碑的看法,而且對口碑網業者和餐廳業者提供更多可以擴大宣傳和影響力、提升業績的依據。
This study aims to explore consumers’ attitude towards E-WOM, consumption intention and satisfaction of restaurants in Taipei Metropolitan and Beijing, and the relationship between the 3 factors. Questionnaire survey method was used to collect data online through convenience sampling. The samples of this study were anyone can use Internet, and there were 717 valid questionnaires received. Use the SPSS statistic software to deal with the data. The results show that with different occupations, monthly average income (NT) and the propotion of reviewing time have differences in the restaurants’ E-WOM in Taipei Metropolitan; while with different gender and the propotion of reviewing time have differences in the restaurants’ E-WOM in Beijing. On the respect of consumption intention, with different education degree has difference in Taipei Metropolitan, while with different monthly average income (RMB) and the propotion of reviewing time in restaurants’ E-WOM have the differences on that. While talked about satisfaction, with different propotion of reviewing time on restaurants’ E-WOM has difference on that in both area, and with different education degree has difference in Taipei Metropolitan while differences taken place in Beijing with different monthly average income (RMB). In addition, through correlation analysis conveyes that restaurant’s E-WOM, consumptions intention ansatisfaction have a significant

positive correlation among eachother, that is, the greater the review of E-WOM and the

more information provided, consumption intention and satisfaction will be higher.

The propuse of this study is not only on understanding consumer perception of E-

WOM, but also giving some suggestions, such as expanding public influence,

improving performance, to operators and restaurant industry.
圖目錄 iii

表目錄 iv

第一章 緒論 1

第一節 研究背景與動機 1

第二節 研究目的 4

第三節 研究流程 5

第二章 文獻探討 6

第一節 網路口碑 6

第二節 消費者行為 14

第三節 消費意願 20

第四節 消費者滿意度 23

第五節 不同背景下的網路口碑、消費意願與消費者滿意度之差異 29

第六節 網路口碑、消費意願與消費者滿意度之相關 32

第三章 研究方法 33

第一節 研究架構 33

第二節 研究對象及抽樣設計 34

第三節 研究工具 35

第四節 資料處理 50

第四章 結果與結論 51

第一節 樣本背景變項分析 51

第二節 消費者對餐廳網路口碑、消費意願與滿意度之探討 58

第三節 不同背景下消費者對餐廳網路口碑、消費意願與滿意度之差異 64

第四節 網路口碑、消費意願和滿意度關係之探討 85

第五章 結論與建議 87

第一節 研究結果與討論 87

第二節 研究建議與限制 95

參考文獻 98

中文部分 98

英文文獻 101

附錄1 專家效度名冊 111

附錄2 消費者對餐廳的網路口碑、消費意願與滿意度之探討(大台北) 112

附录3 消费者对餐厅的网络口碑、消费意愿与满意度之探讨(北京) 115
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