居酒屋消費者的休閒動機與休閒效益之研究-以休閒滿意度為中介變項

Abstract

本研究探討居酒屋在臺灣社交與休閒生活中的重要性，聚焦於消費者的休閒滿意度、休閒效益及休閒動機上。隨著居酒屋文化從日本傳入並逐漸受臺灣消費者青睞，居酒屋成為繁忙都市生活中獨特的放鬆和交流場所。本研究旨在瞭解消費者到居酒屋的行為動機與體驗，透過現況調查、假設檢驗及路徑分析，並分析休閒滿意度的中介角色。本研究問卷分別經3位居酒屋、餐酒館及酒吧的經營者與4位餐旅管理領域的學者等共7位專家與學者，鑑定問卷的內容效度。正式問卷在2025年2月1日到3月15日採實地和網路發放，回收份數共424份，有效問卷422份，有效回收率為99.5％，運用SPSS 21.0中文統計套裝軟體及Smart PLS 4.1.0.9 (結構方程模型, SEM)進行驗證，檢視潛在變數之間的因果關係與整體模型之配適度。本研究證實居酒屋作為一種結合飲食、社交與情緒調節的休閒場所，對消費者在休閒滿意度、休閒效益和休閒動機等構念上，皆具顯著正向影響；而休閒滿意度作為中介變項的運作機制也透過結構模型具體說明，達顯著水準，研究結果顯示對實務經營與後續研究具重要參考價值。This study examines the izakaya in Taiwan’s social and leisure life, focusing on consumers’ leisure motivation, leisure satisfaction, and leisure benefits. As izakaya culture has spread from Japan and gained popularity among Taiwanese consumers, izakaya have become unique spaces for relaxation and social interaction in the bustling urban lifestyle. Through status surveys, difference analysis, and predictive modeling, this study aims to understand consumers' motivations and experiences at izakaya and further analyze leisure needs across different demographic backgrounds. The findings will offer valuable insights for the restaurant industry and academia, contributing to the improvement of service quality and customer satisfaction. The formal survey was conducted both on-site and online from February 1 to March 15, 2025. A total of 424 responses were collected, among which 422 were valid, an effective response rate of 99.5%. The data were analyzed using SPSS 21.0 and Smart PLS 4.1.0.9 for examining the causal relationships among latent variables and the overall model fit.The findings confirm the Izakaya, as leisure venues that integrate dining, social interaction, and emotional regulation, have a significantly positive impact on consumers’ leisure motivation, leisure satisfaction, and leisure benefits. The mediating mechanisms were also effectively elucidated through the structural model, offering valuable implications for practical operations and future research.