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研究生:吳婉綺
研究生(外文):Wu, Wan-Chi
論文名稱:寵物餐廳關鍵成功因素與消費者滿意度及行為意圖之關係
論文名稱(外文):The Role of the Critical Success Factors and Customer Satisfaction in Determining Customer Behavior Intention in the Pet Restaurants
指導教授:方進義方進義引用關係
指導教授(外文):Fang, Chin-Yi
學位類別:碩士
校院名稱:國立臺灣師範大學
系所名稱:運動休閒與餐旅管理研究所
學門:民生學門
學類:運動休閒及休閒管理學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:117
中文關鍵詞:寵物餐廳關鍵成功因素消費者滿意度消費者行為意圖
外文關鍵詞:pet restaurantcritical success factorssatisfactionbehavioral intention
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臺灣民眾飼養寵物的比例漸漸提高,而隨著寵物與飼主的關係越來越密切,飼主對提供寵物相關之市場也有更高的要求,許多飼主甚至會特地為寵物尋找友善的餐廳環境,因應此現況改變,有越來越多的餐廳開始設計為寵物餐廳。然而,餐廳的選擇種類眾多,故了解飼主的消費動機及寵物餐廳的關鍵成功因素是一個非常重要課題。本研究試圖分析愛評網上之消費者對寵物餐廳之評論以了解寵物餐廳之關鍵成功因素,透過兩次焦點團體訪談得到研究問卷題項後再經由三位專家進行專家問卷效度分析,之後於網路發放45份前測問卷作為本研究問卷之信度測驗,後以立意抽樣之方式發放正式問卷,共回收260份有效問卷。本研究透過描述性統計分析、驗證性因素分析與結構方程模型 (Structural Equation Modeling, SEM) 探討寵物餐廳關鍵成功因素與消費者滿意度及消費者行為意圖之關係,本研究結果發現餐點品質、餐廳氣氛、清潔度、餐廳名氣對消費者滿意度有正向顯著影響,而服務、餐廳位置、物超所值程度則對消費者行為意圖有正向顯著影響,另外,透過拔靴法得知餐廳名氣、餐點品質及餐廳氣氛會透過消費者滿意度影響消費者行為意圖,研究結果可以作為未來寵物餐廳經營者發展適當經營策略之參考。
It has become a trend to have a pet. In addition, with the relationship between the owner and his/her pets becoming more intimate, owners tend to have a higher demand toward pet-related markets. Many owners even go as far as to find a more pet-friendly restaurant. This is the reason why more and more restaurants are being designed as pet restaurants, causing an abundance of them in the pet restaurant industry. Thus the importance of understanding the motivation in purchasing and the critical success factors of a pet restaurant are the main stream of the study. This research focuses on analyzing the reviews of a number of pet restaurants from consumers on iPeen in order to acquire a better understanding of the critical success factors of a pet restaurant. Through two kinds of focus group, the study designed a questionnaire which passed through validity analysis conducted by three expert. After being sent 45 copies of the pre-test questionnaire via internet as a reliability analysis, this study using purposive sampling to hand out official questionaires. The study collected 260 effective questionaires, and through the use of statistical analysis, confirmatory factor analysis, and structural equation modeling (SEM) to find the relationship between the critical success factors of pet restaurants and satisfaction and the behavioral intentions of consumers. This study revealed that atmosphere, food quality, cleaness, and reputation display positive significance towards customer satisfaction. In addition, by using bootstrapping, this study discovered that restaurant reputaion, food quality, and atmosphere will influence customer intention through customer satisfaction. The findings of this research will provide a reference for pet restaurant managers to develope business strategies.
中文摘要 i
英文摘要 ii
謝 誌 iv
目 次 v
表 次 vii
圖 次 ix
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 6
第三節 研究問題 6
第四節 名詞操作性定義 6
第五節 研究流程 7
第貳章 文獻回顧與探討 10
第一節 寵物餐廳的定義與文獻探討 10
第二節 餐旅業關鍵成功因素的重要性 11
第三節 關鍵成功因素與消費者滿意度之關係 15
第四節 關鍵成功因素與消費者行為意圖之關係 19
第五節 消費者滿意度對消費者行為意圖的影響 21
第參章 研究方法與步驟 25
第一節 研究架構 25
第二節 研究方法 25
第三節 前測問卷之信度檢測 40
第四節 研究工具 40
第五節 研究對象選取 41
第肆章 研究結果 42
第一節 問卷回收結果 42
第二節 樣本描述性統計 42
第三節 驗證性因素分析 45
第四節 結構方程模型 64
第五節 分析與討論 75
第六節 管理意涵 80
第伍章 結論與建議 85
第一節 總結 85
第二節 研究範圍與限制 87
第三節 未來研究方向 87
參考文獻 88
附錄 A焦點團體一訪談大綱 98
附錄 B焦點團體一訪談逐字稿 100
附錄 C焦點團體二訪談大綱 109
附錄 D焦點團體二訪談逐字稿 110
附錄 E研究架構之統計代碼 114
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