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研究生:溫若敏
研究生(外文):WEN, JO-MIN
論文名稱:線上菜單圖文呈現與價格 對餐廳評價的影響
論文名稱(外文):The Effects of Online Menu Picture/Text Presentation and Price on Consumers’ Restaurants Evaluation
指導教授:汪曼穎汪曼穎引用關係
指導教授(外文):Wang, Man-Ying
口試委員:王叢桂吳宗祐
口試委員(外文):Wang, Chung-KweiWu, Tsung-Yu
口試日期:2015-07-09
學位類別:碩士
校院名稱:東吳大學
系所名稱:心理學系
學門:社會及行為科學學門
學類:心理學類
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:55
中文關鍵詞:線上菜單價格構念階層理論知覺品質知覺金錢犧牲餐廳評價
外文關鍵詞:online menupriceconstrual level theoryperceived qualityperceived monetary sacrificerestaurant evaluation
相關次數:
  • 被引用被引用:3
  • 點閱點閱:753
  • 評分評分:
  • 下載下載:141
  • 收藏至我的研究室書目清單書目收藏:1
過去餐廳菜單的研究比較著重說明價格標籤、文字描述、背景或版面設計等的效果,對於菜單呈現如何影響顧客心理歷程的著墨不多。本研究根據構念階層理論(Trope & Liberman, 2003, 2010),預期菜單呈現形式的差異(圖形vs.文字)影響消費者構念階層 - 文字與圖片呈現的菜單分別引發較高與較低構念處理(Burgoon, Henderson, & Markman, 2013),而高構念處理促使消費者以知覺品質中介價格對評價的影響,低構念處理促使知覺金錢犧牲中介價格效果(Bornemann & Homburg, 2011),所以菜單圖文形式調節菜單價格(透過知覺金錢犧牲與知覺品質的中介)對餐廳評價的效果。研究以2 x 2完全受試者間實驗設計,操弄菜單呈現方式(圖片或文字)與價格(高或低),要求受試者模擬閱讀線上菜單的情境,呈現不同菜色的餐廳菜單並測量受試者對餐廳的評價。結果當菜單以圖片呈現時,低價格餐廳的評價較高,而當菜單以文字呈現時,價格產生相反方向的不顯著影響。中介分析發現,以文字呈現菜單時,知覺品質中介價格對餐廳評價的效果,而以圖片呈現菜單時,知覺金錢犧牲中介價格對餐廳評價的效果。本研究發現符合理論預期,顯示菜單的圖文形式透過構念階層的心理機制產生影響,支持構念階層在消費者判斷中的角色。本研究發現也可直接引導出實務意涵,對於不同價格定位餐廳的菜單形式設計提出具體建議。
Previous studies of restaurant menus focused on the nature of the effects of price labels, text description, background and layout design. Few studies examined how menu presentation influenced the mental processes of costumers. Based on the construal level theory (Trope & Liberman, 2003, 2010), the current study expects that the difference in presentation format between pictures and texts results in higher (for texts) and lower (for picture) construal level processing (Burgoon, Henderson, & Markman, 2013). Perceived quality mediates the effect of price on consumer evaluation for processing of higher construal level while perceived monetary sacrifice mediates the effect for processing at low construal level (Bornemann & Homburg, 2011). It is thus expected that menu presentation format moderates the effect of price on restaurant evaluation (through the mediation by perceived monetary sacrifice and perceived quality). Menu presentation format (text vs. picture) and price (high vs. low) were manipulated using a two by two between-subject experimental design. Participants were requested to simulate the reading and ordering from online menus. Restaurant menus of varying types of dishes were presented and participants’ evaluative responses of the restaurants were recorded. The results showed that restaurants of lower price menus were more positively evaluated when dishes were presented in pictures while the effect of price was in the opposite direction but not significant if dishes were presented in texts. The mediation analysis found, for text menu presentation, the relationship between price and restaurant evaluation was mediated by perceived quality. For picture menu presentation, the relationship between price and restaurant evaluation was mediated by perceived monetary sacrifice. Findings of current study are consistent with the theoretical expectation that construal level underlies the effect of menu presentation format, supporting the important role of construal level in consumer judgments. Practical implications can also be directly derived from these findings. Suggestions on restaurant menu format were made based on the price position of the restaurant.
緒論 1
研究背景與動機 1
文獻探討 3
價格 3
知覺品質與知覺金錢犧牲 3
構念階層理論 6
圖文呈現和構念階層的關係 8
研究架構與假設 11
前測 13
前測1 13
前測2 13
實驗 15
參與者 15
實驗設計 15
材料 15
程序 18
結果與討論 20
信度分析 20
操弄檢核 20
價格、菜單圖文呈現對知覺品質的影響 20
價格、菜單圖文呈現對知覺金錢犧牲的影響 22
價格、菜單圖文呈現對餐廳評價的影響 23
價格、線上菜單呈現對餐廳推薦意願的影響 24
中介調節效果之Bootstrapping分析結果 26
價格、知覺品質、知覺金錢犧牲、菜單圖文呈現與餐廳評價 26
價格、知覺品質、知覺金錢犧牲、菜單圖文呈現與餐廳推薦意願 27
綜合討論 29
研究貢獻與限制 32
參考文獻 33
附錄3:高價x圖片x義大利麵類菜單 41
附錄4:高價x文字x義大利麵類菜單 42
附錄5:高價x圖片x漢堡類菜單 43
附錄6:高價x文字x漢堡類菜單 44
附錄7:高價x圖片x歐式料理類菜單 45
附錄8:高價x文字x歐式料理類菜單 46

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