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研究生:高家璇
研究生(外文):GAO,JIA-XUAN
論文名稱:虛擬餐廳屬性重要性與滿意度分析: 餐食相關生活型態觀點
論文名稱(外文):Importance-Performance Analysis of Consumers towards Virtual Restaurant Attributes:The Perspectives of the Food-related Lifestyles
指導教授:駱香妃駱香妃引用關係
指導教授(外文):Luoh,Hsiang-Fei
口試委員:王國欽徐美婷
口試委員(外文):Wang,Kuo-ChingHsu,Mei-Ting
口試日期:2021-05-28
學位類別:碩士
校院名稱:輔仁大學
系所名稱:餐旅管理學系碩士班
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:2021
畢業學年度:109
語文別:中文
論文頁數:58
中文關鍵詞:虛擬餐廳食品品質E-服務品質知覺價值重要性-績效分析法餐食相關生活型態觀點
外文關鍵詞:Virtual RestaurantFood QualityE-Service QualityPerceived ValueImportance-Performance AnalysisFood-related Lifestyle
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隨著美食外送平台的蓬勃發展,只存在雲端的虛擬餐廳亦趁勢興起,然而有關虛擬餐廳相關之研究卻非常有限。因此,本研究探討虛擬餐廳消費者的飲食相關生活型態,並分析不同飲食相關生活型態消費者對虛擬餐廳屬性的重要性差異,接續利用重要性-績效分析法探討消費者對虛擬餐廳屬性的重要性與滿意度知覺,以據此提出虛擬餐廳之競爭策略,最後則進一步探討消費者對不同虛擬餐廳屬性的滿意度對整體滿意度與忠誠度之影響。研究採用立意抽樣法,以虛擬餐廳的消費者為研究對象,共計回收448份有效問卷。研究結果利用探索性因素分析、集群分析、IPA與多元迴歸等分析方法進行資料分析。研究結果顯示虛擬餐廳消費者可區分出三種飲食相關生活型態群體:「重視健康營養」、「規律飲食」、與「追求口味品質」,這三種飲食相關生活型態群體對虛擬餐廳屬性的重視度存在顯著差異。此外,IPA分析結果顯示虛擬餐廳普遍應繼續保持的項目有「衛生」、「美味」、「有健康餐食可以選擇」等項目;過度投入的項目有「平台上可以輕鬆找到我需要的訊息內容」、「平台上可以很容易獲得任何內容」等項目;次要改善項目有「營養、「食物呈現的擺盤」、「菜單多樣化」等項目;優先改善項目則有「食材天然新鮮」、「價格合理」、「性價比」三項目。除此,餐廳屬性之食品品質、E-服務品質與知覺價值會顯著影響整體滿意度與忠誠度;整體滿意度亦會正向影響忠誠度。最後,本研究亦提出若干建議,期能提供虛擬餐廳業者強化餐廳服務屬性規劃與行銷之參考。
With the vigorous development of food delivery platforms, virtual restaurants that only exist in the cloud have also emerged, but the research on such restaurants is scarce. This study aims to discuss food-related lifestyles of consumers to virtual restaurants and analyze the different levels of importance attached by consumers with different food-related lifestyles to virtual restaurant attributes. It then applied importance-performance analysis to discuss the levels of importance attached by consumers and their perception of satisfaction to virtual restaurant attributes. Based on the findings, this study proposed competitive strategies for virtual restaurants. Last, this study discussed the impact of the satisfaction of consumers with different virtual restaurant attributes on the overall satisfaction and loyalty. This study adopted the purposive sampling method, took consumers in virtual restaurants as the subjects, and collected a total of 448 valid questionnaires. Descriptive statistical analysis, importance-performance analysis, and multiple regression analysis were employed for data analysis. The results show that consumers of virtual restaurants can be classified into three groups with different food-related lifestyles: attaching importance to health and nutrition, eating regularly, and pursuing taste and quality. These three groups attach significantly different levels of importance to virtual restaurant attributes. In addition, according to the importance-performance analysis result, virtual restaurants should generally continue to maintain items such as “hygiene”, “delicious”, and “healthy meals to choose from”. Over-committed items include “I can easily find the information I need on the platform”, and “I can easily get any content on the platform”. The secondary improvement items include “nutrition, “presentation of food”, and “menu diversification”. The priority improvement items include “natural and fresh ingredients”, “reasonable price”, and “reasonable value for money”. In addition, food quality, E-service quality, and perceived value have a significant positive influence on overall satisfaction and loyalty. Overall satisfaction also has a significant positive influence on loyalty. Finally, this research offered some suggestions and discussed its limitations.
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第二章 文獻回顧 4
第一節 美食平台虛擬餐廳 4
第二節 餐廳屬性 9
第三節 飲食相關生活型態與對餐廳屬性的態度 15
第四節 餐廳屬性、顧客滿意度與忠誠度 16
第五節 重要性-績效分析法 18
第三章 研究方法 20
第一節 研究架構 20
第二節 衡量工具 21
第三節 研究對象及抽樣方法 22
第四節 資料分析方法 23
第四章 分析結果與討論 25
第一節 樣本描述分析 25
第二節 消費者飲食相關生活型態因素分析 27
第三節 消費者飲食相關生活型態因素之集群分析 29
第四節 消費者對虛擬餐廳屬性重要性知覺差異分析 30
第五節 消費者對虛擬餐廳屬性的重要性與滿意度知覺分析 34
第六節 虛擬餐廳屬性滿意度對整體滿意度與忠誠度之影響 36
第五章 結論與建議 39
第一節 結論 39
第二節 管理實務意涵 40
第三節 研究限制與未來研究建議 41
參考文獻 42

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