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研究生:曾靖雅
研究生(外文):TSENG, CHING-YA
論文名稱:情緒、集體主義與各類型餐廳一人食意願之關聯性
論文名稱(外文):Emotions, Collectivism and the Willingness of Solitary Dining at Various Types of Restaurant
指導教授:張亦騏張亦騏引用關係
指導教授(外文):YEVVON, CHANG, YI-CHI
口試委員:邱文彬林裕強
口試日期:2017-06-23
學位類別:碩士
校院名稱:東海大學
系所名稱:餐旅管理學系
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:2017
畢業學年度:105
語文別:中文
論文頁數:115
中文關鍵詞:一人食行為情緒各類型餐廳一人食意願集體主義
外文關鍵詞:Solitary Dining BehaviorEmotionsthe Willingness of Solitary Dining at Various Types of RestaurantCollectivism
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單身人口的增加正是全世界共同的趨勢,一個人的經濟時代下,單獨用餐的現象已越來越普遍,許多人對於一人食仍有很多負面看法,共食深深植根於文化意識,單獨飲食反而像是一種反常的行為(Pliner& Bell, 2009)。過去研究發現,情緒在決策過程中扮演很重要的角色,本研究旨在探討消費者情緒對於各類型餐廳一人食意願的關聯。採用實驗室實驗法進行研究,首先利用「情緒事件回憶法」誘發研究對象之情緒(正面、中性、負面),並搭配指導語引導受測者填答問卷,接著請受測者填答對於一人到各類型餐廳的意願程度,此外也將測試研究對象之集體主義之傾向並加以分析,共計143位學生參與實驗。研究結果顯示各情緒對於部分餐廳類型之選擇有顯著影響,而集體主義對於部分類型餐廳之一人食意願具有調節效果。此外根據研究結果發現一人食之消費者,無論在何種情緒狀態下,對於選擇至咖啡廳與早午餐店用餐之平均數相較其他類型均偏高,本研究結果提供餐旅業者一人飲食行銷策略之參考依據。
Singles gradually become one of the mainstream in the market. A person eating alone in a restaurant is not a weird phenomenon anymore. Many people still have a lot of negative views on solitary dining, eating together is deeply rooted in cultural awareness, eating alone is like a perverse behavior (Pliner& Bell, 2009). However, previous studies had found that emotions or moods may intervene in one’s judgments or decision-making processes. This study examined the relationship between the choice of dining type of restaurant and the solitary dining behavior in relation to emotions. Laboratory experiment was adapted in this study. Participants were randomly assigned to one of the three mood states (positive, neutral, negative), which was manipulated by the emotional event-recollection technique. After the manipulation, participants were asked to answer the degree of willingness for a person to each type of restaurant. In addition, the individualism and collectivism tendencies of the study subjects will be tested and analyzed, with a total of 143 students participating in the experiment. The results showed that the emotions had a significant effect on the choice of some types of restaurants for solitary diner. Collectivism has a moderating effect on emotions and willingness of solitary dining at various types of restaurant. In addition, according to the study results had found that for solitary diner, no matter what the emotional state was, the mean of choice of coffee and brunch compared to other types were high. The results provide a reference for the solitary dining marketing strategy.
目錄


第一章 、緒論 1
第一節、研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章、文獻探討 5
第一節 一人食行為 5
第二節 集體主義 8
第三節 消費者情緒 12
第四節 餐廳類型 18
第四節 情緒、各類型餐廳一人食意願與集體主義之關係 24
第三章、研究方法 25
第一節 研究架構 25
第二節 研究設計 26
第三節 問卷設計 28
第四節 統計方法 32
第五節問卷預試 33
第四章 資料分析與討論 37
第一節 樣本結構分析 37
第二節 各構面信度分析 41
第三節 操弄檢驗 43
第四節 研究構面敘述性分析 44
第五節 人口統計變項對各構面分析 46
第六節 階層迴歸分析 58
第七節 討論 83
第五章 結論與建議 86
第一節 結論 86
第二節 實務建議 87
第三節 研究貢獻 88
第四節 研究限制與後續研究建議 88
參考文獻 90
附錄ㄧ 實驗同意書 97
附錄二 研究問卷 98


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