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研究生:趙敬凱
研究生(外文):CHAO, CHING-KAI
論文名稱:網路成癮對一人用餐意圖之研究 - 以世代差異為干擾變數
論文名稱(外文):Impact of Internet Compulsive Use on Solitary Dining Intention:The Moderating Effect of Generations
指導教授:張亦騏張亦騏引用關係
指導教授(外文):CHANG, YEVVON, YI-CHI
口試委員:林裕強林若慧張亦騏
口試委員(外文):LIN, YU-CHIANGLIN, RUO-HUEICHANG, YEVVON, YI-CHI
口試日期:2020-07-07
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:2020
畢業學年度:108
語文別:中文
論文頁數:84
中文關鍵詞:網路成癮預期寂寞感預期他人負面評價一人用餐意願世代差異
外文關鍵詞:Internet Compulsive UseAnticipated LonelinessAnticipated Negative Evaluation from OthersIntention to Eat AloneGeneration difference
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隨著文化的多元交疊與網際網路使用率的攀升,逐漸衍生出諸多新型態的集體意識(collective consciousness)和社會行為(social behavior);其中,「一人用餐行為(solo dining)」即承繼了世代間的差異與發展,於近年在餐旅管理學界受到廣泛關注。探討前述行為模式之際,歸納出因為網際網路(internet)的問世,讓各世代族群能夠輕而易舉地透過自媒體網路服務(例如:Instagram, Facebook 和 Twitter)來抒發情感與分享個人生活,也讓網際網路是否影響人們產生負面情緒的假說當中扮演重要角色。回歸「一人用餐行為」概念,儘管獨自的用餐行為在西方國家較為普遍,在華人社會則相反,甚至往往容易被視為孤獨的象徵-正因害怕受到他人異樣眼光的投射以及自身給予的寂寞感,從而導致降低一人用餐之意願;而一人用餐行為於我國尚屬於可發展階段,遂成為本研究之契機。「一人用餐產生負面情緒」的因素鮮少被研究,是故本研究探討「網路成癮」程度對於負面預期心理之關係,並藉此確認不同世代族群之「預期寂寞感」與「預期他人負面評價」等中介變數是否會對一人用餐意願產生間接影響。本研究以不同世代之消費族群作為調節變數,歸納出:(1)網路成癮對於預期寂寞感具有正向影響關係;(2)網路成癮對於預期他人負面評價具有正向影響關係;(3)預期寂寞感對於一人用餐意願具有負向影響關係。本研究結果發現,(1)「預期他人負面
評價對一人用餐意願具有負向影響關係」不成立;(2)世代的差別在各潛在變數間的路徑係數上均無顯著差異。本研究結果提供我國餐飲業者針對一人用餐餐廳環境、目標客群之市場行銷參考價值。

As more cultures interact with each other and the use of the internet has gotten much more common, there has grown a new collective consciousness and social behavior standards. In particular, solitary dining has developed greatly in this new generation, and in recent years has caught the attention of the Hospitality Industry. Before getting more in depth about this behavior, it must first be mentioned that the introduction of the internet has assisted each generation to express their emotions and share their lives. However, a secondary effect is the possibility of the internet inspiring negative emotions easily through social media. Solitary Dining, even though it is quite normal in Western cultures, in Eastern civilizations it is often seen as a representation of loneliness. The fear of loneliness and of being perceived as aberrant has caused a decline in solitary dining intention. Solitary dining still has the potential to grow in this country. But the negative emotions associated with solitary dining are seldom discussed. Consequently, this paper aims to discover how Compulsive Internet Use affects anticipated negative emotions. With the
understanding of this relationship, this paper can identify the different generations’ anticipated loneliness and anticipated negative negative evaluation from others as moderating variables indirectly affecting solitary dining intention. Using dissimilar generation consuming groups as moderators, the following results were found: (1) the positive effects of Compulsive Internet on Anticipated Loneliness;(2) the positive effects of Compulsive Internet Use on Anticipated Negative Evaluation from Others;(3) the negative effects of Anticipated Loneliness on Intention to Eat Alone. The findings of this paper indicate (1) the hypothesis that Anticipated Negative Evaluation from Others has a negative effect on Intention to Eat Alone is not supported (2) The standard estimated of each variable shows no significant difference between different generations. The findings of this study can provide value to the local dining industry and its marketing strategy on its intended customer group as well as the environment created for solitary diners in restaurants.
中文摘要...................................................................i
ABSTRACT ............................................................... ii
目 錄................................................................... iii
表目錄.....................................................................v
圖目錄...................................................................vii
第一章 緒論 ...............................................................1
1-1 研究背景與動機..........................................................1
1-2 研究目的...............................................................3
1-3 研究流程...............................................................3
第二章 文獻探討 ............................................................5
2-1 一人用餐意願............................................................5
2-2 網路成癮...............................................................6
2-3 預期寂寞感.............................................................7
2-4 預期他人負面評價........................................................9
2-5 研究假設建立...........................................................10
2-6 世代族群..............................................................13
第三章 研究方法 ...........................................................16
3-1 研究架構與假設.........................................................16
3-2 研究設計與資料收集.....................................................17
3-3 問卷設計..............................................................18
3-4 資料分析方法...........................................................21
3-5 問卷前測分析...........................................................26
第四章 資料分析與討論.......................................................28
4-1 受測樣本結構分析.......................................................28
4-2 研究變數敘述性分析.....................................................32
4-3 各構面驗證式因素分析 ...................................................35
4-4 整體衡量模型驗證式因素分析..............................................39
4-5 區別效度分析...........................................................41
4-6 受測者特性對構面之差異分析..............................................41
4-7 線性結構模型...........................................................44
第五章 結論與建議..........................................................50
5-1 受測者特性與各構面之關聯................................................50
5-2 理論涵義..............................................................51
5-3 實務建議..............................................................54
5-4 研究限制..............................................................57
參考文獻..................................................................58
附錄一 研究問卷 ...........................................................70
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