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研究生:紀甄怡
研究生(外文):JI, ZHEN-YI
論文名稱:新創餐飲業之營運特性與消費意願關係- 以無人服務餐廳為例
論文名稱(外文):Relationship between Operating Characteristics of Innovative Catering Industry and Consumption Willingness-Taking Self-service Restaurant as an Example
指導教授:吳淑鶯吳淑鶯引用關係
指導教授(外文):WU, SHWU-ING
口試委員:侯國隆曹文琴
口試委員(外文):HOU, KUO-LUNGTSAO, WEN-CHIN
口試日期:2019-05-09
學位類別:碩士
校院名稱:國立勤益科技大學
系所名稱:企業管理系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2019
畢業學年度:107
語文別:中文
論文頁數:100
中文關鍵詞:無人服務餐廳科技涉入消費意願
外文關鍵詞:self-service restauranttechnology involvementconsumption willingness
相關次數:
  • 被引用被引用:1
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  近年來餐飲業日益蓬勃,隨著外在環境、科技的變化及顧客的需求多樣性,更需以創新菜色與服務創新來吸引消費者。因此,本研究透過文獻分析與實證研究,來探討消費者對無人服務餐廳的體驗內涵、無人服務餐廳的服務特性、消費者的科技涉入、無人服務餐廳的吸引力、消費者的知覺價值及消費者的消費意願之關係模式,並比較是否願意至無人服務餐廳消費的群體在此關係模式上的差異。
  本研究以台灣地區的15歲(含)以上,且曾經有外食經驗的消費者為主要調查對象,以人員發送問卷的方式進行便利抽樣調查,共回收738份有效問卷,研究結果發現:(1)無人服務餐廳的體驗內涵會對無人服務餐廳的吸引力與消費者之知覺價值有顯著的正向影響。(2)無人服務餐廳的服務特性對無人服務餐廳的吸引力與消費者之知覺價值則無顯著的影響。(3)消費者的科技涉入會顯著正向影響無人服務餐廳的吸引力。(4)消費者的科技涉入對消費者的知覺價值則無顯著的影響。(5)無人服務餐廳的吸引力會顯著正向的影響消費者之知覺價值。(6)無人服務餐廳的吸引力會顯著正向的影響消費者之消費意願。(7)消費者對無人服務餐廳的知覺價值會顯著正向的影響消費者之消費意願。
  In recent years, the catering industry is developing day by day, and with changes in external environment and technology as well as diversified demands of customers, the innovation of dishes and services is necessary to attract customers. Therefore, based on literature analysis and empirical research, this study discussed the relationship among customers’ experience connotation to self-service restaurants, service characteristics of self-service restaurants, customers’ technology involvement, attractions of self-service restaurants, customers’ perceived values and customers’ consumption willingness, and compared the difference on the relationship mode between the groups who are and are not willing to spend money at self-service restaurants.
  In this study, the consumers who were 15 or above in Taiwan and had eating-out experience were taken as the main respondents and the questionnaires were sent by staff to carry out the convenient sampling survey, and totally, 738 valid questionnaires were collected. The results showed that:(1) The experience of self-service restaurants has a significantly positive impact on the attractive attributes of self-service restaurants and the consumer perceived value. (2) The service characteristics of the self-service restaurants have no significant impact on the attractive attributes of the self-service restaurant and the consumer perceived value. (3) The consumer technology involvement may have significantly positive impact on the attractive attributes of the self-service restaurants. (4) The consumer technology involvement has no significant impact on the consumer perceived value. (5) The attractive attributes of self-service restaurants may have significantly positive impact on the consumer perceived value. (6) The attractive attributes of self-service restaurants may have significant positive impact on consumption willingness. (7) The consumer perceived value for self-service restaurants may have significantly positive impact on the consumption willingness.

中文摘要 i
英文摘要 ii
誌謝 iii
目錄 iv
表目錄 vi
圖目錄 viii
壹、 緒論 1
一、 研究背景與動機 1
二、 研究目的 3
三、 研究範圍 4
四、 研究流程 4
貳、 文獻回顧與探討 5
一、 體驗內涵 5
二、 服務特性 5
三、 科技涉入 6
四、 吸引力 7
五、 知覺價值 7
六、 消費意願 8
參、 研究假設 9
一、 無人服務餐廳的體驗內涵對無人服務餐廳吸引力及消費者知覺價值的影響…9
二、 無人服務餐廳的服務特性對無人服務餐廳吸引力及消費者知覺價值的影響…9
三、 消費者的科技涉入對無人服務餐廳的吸引力及消費者知覺價值的影響 10
四、 無人服務餐廳的吸引力對消費者的知覺價值的影響 11
五、 無人服務餐廳的吸引力對消費者的消費意願的影響 11
六、 消費者的知覺價值對消費者的消費意願的影響 12
七、 比較不同消費意願群體在無人服務餐廳關聯模式的差異 12
肆、 研究設計 13
一、 研究架構 13
二、 研究方法 14
伍、 資料分析與研究結果 20
一、 樣本結構 20
二、 正式調查之信、效度分析 23
三、 驗證性因素分析 28
四、 整體結構模式(Full Model)路徑分析 32
五、 多群體競爭模式(Competing Model)比較分析 37
六、 研究假設檢定結果歸納分析 42
七、 各變數之影響效果分析 45
八、 差異分析 48
九、 交叉分析 72
陸、 結論與建議 83
一、 研究結論 83
二、 管理意涵 89
三、 研究限制與未來研究建議 91
參考文獻 .92
附錄一 98
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