餐廳消費者購買涉入程度與購買決策關係之研究

Abstract

本研究主要在探究不同購買涉入程度者在社經背景變數與購買決策過程之差異性。本研究以 EKB(Engel, Kollat & Blackwell)決策模式爲研究架構，並以購買涉入量表爲利量消費者涉入程度之工具，採用問卷調查方法，以台北火車站前商圈養廳消費者爲對象進行調 查，共回收有效問卷387份，回收率達97%。所得資料以頻次分析、敘述性分析、因素分析、獨立性卡方檢定與t檢定分析等統計方法來進行分析，研究結果發 現： 一、高低餐廳消費者購買涉入程度，在社經背景變數之年齡、教育程度與平均月收入上具有顯著差異。 二、高低餐廳消費者購買涉入程度，在購買決策過程之用餐動機、資訊尋求、決策評估與購買選擇有部分顯著差異。 所得之研究結果將做爲建立市場區隔之基礎，以提供餐飲業者制訂行銷策略之建議。

The purpose of this study was to examine the difference between consumers with different involvement levels on the demographics and purchase decision process. The questionnaire of our survey was conducted to collect data by using EKB Model. Return rate was 97% (N=387). Data were analyzed by frequency analysis, descriptive analysis, chi-square test, t-test and factor analysis. The results of the study were summarized as follow: 1. Consumers with high and low involvement levels were significantly different on the demographics variables including age, education and monthly income. 2. Consumers with high and low involvement levels were significantly different on the purchase decision process variables including motivation, information search, alternative evaluation and part of purchase.