下午茶餐廳消費者行為研究—以天母地區為例

Abstract

本研究主要在瞭解下午茶餐廳之人口背景變項、消費行為、產品屬性重視度、產品屬性滿意度之現況。進而探討不同背景變項與消費行為以及產品屬性重要程度與滿意程度之影響情形。研究對象以在天母地區下午茶消費者為抽樣對象，採用量化的研究方法，透過問卷調查進行研究。研究問卷共分四個部分，包含下午茶餐廳屬性重視度、用餐滿意度、個人背景資料與消費行為。問卷於2015年5月1日至5月31日進行發放，有效回收387份。研究的方法為項目分析、因素分析、描述性統計分析、獨立樣本t檢定、單因子變異數分析、卡方檢定、皮爾森積差相關分析等統計方法。 研究結果發現下午茶餐廳消費者以未婚女性為主要客群，用餐目的以聚餐和休閒享受為主，親友介紹為主要資訊來源，到店交通方式以步行最多，交通時間多為20分鐘以內，最常點用的餐點為甜點和茶飲，消費金額以NT$201-400比例最高，最常和同學及情人或伴侶，2人一起，停留1-2小時居多，到本店的消費次數以第一次和2-5次的比例最高，消費頻率以一個月2次以上為主，下午茶消費者對整體消費滿意度佳。 下午茶消費者消費重視度以「衛生與新鮮」構面分數最高，「形象與特色」構面分數最低。消費滿意度以「設計與風格」構面分數最高，「價格與菜單」構面分數最低。 不同背景變項之消費者在消費行為之用餐目的，在性別、年齡、平均月收入有顯著差異。在消費行為之方案評估中發現，年齡、教育程度、婚姻狀況和平均月收入在產品屬性重視度有顯著差異。性別、年齡、職業和婚姻狀況在產品屬性滿意度有顯著差異。 在消費者下午茶餐廳的使用行為中，消費次數、消費金額、多少人一起來本店、最常和誰來本店及平均每次停留有顯著不同。消費者於下午茶餐廳消費後發現，年齡和教育程度對於購後行為有顯著不同。 產品屬性重要度與滿意度均達顯著差異，呈顯著相關，兩者之間會相互影響。以產品重視度-績效程度分析後發現，主要落於第一與第三象限。重視度高滿意度低的為餐點價格與客訴處理，建議業者提升食材品質與特色、提供適當分量，增加對餐點價格合理的滿意度與加強服務人員的教育訓練，客訴處理的能力。This study is to understand the demographic context variables, consumer behavior, importance of product attributes, and the status of product satisfaction of afternoon tea restaurants. It explores different background variables and consumer behavior as well as the importance of product attributes and the status of the influence of product satisfaction. This study focuses on the consumers of afternoon tea restaurants in Tian-mu area as research objectives. The research uses quantitative research methods with the use of questionnaire. The questionnaire is divided into four sections, namely the degree of importance of the attributes of afternoon tea restaurants, dining satisfaction, personal background information, and consumer behavior. Questionnaire were distributed from May 1 to May 31, 2015 and the final sample is comprised of 387 valid questionnaires. Research methods used are project analysis, factor analysis, descriptive analysis, independent sample test, one-way analysis of variance, chi-square test, Pearson product moment correlation analysis and other statistical methods. The result of the research shows that main consumer for afternoon tea restaurant are unmarried women with the purpose of dining together for relaxation and pleasure. The main source of information is through friends and relatives. The chief mode of transportation to the store is mostly by walking with a distance of about 20 minutes walk. The consumers usually consume desserts and teas normally priced between NT$201-NT$400. The consumers, for the most part, spend one to two hours with classmates or their partners. Consumers who frequent the store once or 2-5 times are the highest. Such consumers visit the store twice a month. Overall, they are satisfied with afternoon tea consumption. Most afternoon noon restaurant consumer value [hygiene and freshness] the most and [image and specialty] the least. Consumer satisfaction is based on [design and style] the most and [price and menu] the least. The different variables of consumer behavior are influenced very much by the purpose of dining, sex, age, and average income. In the evaluation of consumer behavior, it was disclosed that there is difference in the consumer valuation of product based on age, educational background, status and average income. There is also much difference in product satisfaction based on sex, age, profession and status. The consumption behavior, frequency of consumption, amount of consumption, the number of companion, and company of consumer very much affect the lingering time of the consumer. Age and educational background are also the main variable in after sales behavior of the consumer. The difference and relationship between the importance of product attributes and product satisfaction influence each other very much. Product attributes, based on importance - performance analysis,mainly falls on the first and third quadrant. High valuation and low satisfaction falls on the price of the product and management of complaint. It is suggested to improve product quality and characteristic, provide appropriate quantity, increase price reasonability and intensify personnel training and complaint management.