探討消費者對於獨立平價火鍋餐廳之消費動機和態度

Abstract

因臺灣人口社會結構改變、外食人口逐年增加，臺灣的餐飲市場，火鍋餐廳是最受消費者喜歡的餐廳種類之一，也是臺灣連鎖餐飲業中無論是品牌或是家數，都排名第一！在眾多火鍋餐廳種類及品牌的選擇下，消費者會從多方面考量後做出火鍋餐廳的選擇。獨立餐廳的店家數在餐飲市場佔有重要板塊，然而國內學術研究較少探討消費者對於選擇獨立火鍋餐廳的動機及態度，較多為其他主題餐廳，如：泰式料理、寵物主題餐廳或是綠色餐廳等等。火鍋在臺灣產值龐大，也因而發展出多樣化的火鍋種類餐廳，但在學術討論中，提及火鍋時，多為探討如知名火鍋品牌的頂級服務行銷策略或經營方式，較少研究探討人們習以為常的獨立平價火鍋，因此，本研究採用質性研究訪談法，旨在了解消費者如何在獨立平價火鍋餐廳與連鎖平價火鍋餐廳之間做出選擇，以及探討消費者對於獨立平價火鍋餐廳的動機與態度，以便利抽樣方式邀請消費者進行半結構式訪談，並參考過去文獻，運用刺激消費動機的運作模式和食物選擇動機量表 (Food Choice Questionnaire，FCQ) 設計訪談大綱。本研究運用主題分析法，將訪談逐字稿進行開放性編碼、主軸編碼及選擇性編碼的歸類分析，並結合參與觀察法及三角驗證法，確保研究的信度與效度。研究結果發現受訪消費者對於獨立平價火鍋餐廳之消費動機可分為六大類： 一、生理需求；二、外在環境影響；三、距離便利性；四、獨特餐點；五、價格親民；六、食材品質新鮮、餐點選擇多。受訪者對於獨立平價火鍋餐廳之態度可分為七大類：(一) 獨家特色餐點、(二) 價格實惠、(三) 服務有人情味、(四) 適合一人獨自前往用餐、(五) 較無知名度、(六) 服務品質好壞取決於經營者理念、(七) 餐廳環境較小、整潔度不穩定；受訪者對於獨立平價火鍋餐廳之態度與連鎖平價火鍋餐廳之差異可分為以下三點：1. 處理客訴問題方式不同、2. 連鎖平價火鍋餐廳即便是連鎖品牌仍會有差異、3. 獨立平價火鍋餐廳服務親切提升單獨用餐意願。由於獨立火鍋餐廳在學術中較少被為討論，期許本研究預期之結果可以提供獨立火鍋餐廳探討全方面的經營策略，也可為各領域的獨立餐廳做擬定制定行銷策略的參考依據。

Due to changes in the social structure of Taiwan and the increasing number of people dining out each year, hot pot restaurants have become one of the most popular types of restaurants among Taiwanese consumers. They rank first in both brand recognition and the number of establishments within the Taiwanese chain restaurant industry. Given the numerous options in terms of types and brands of hot pot restaurants, consumers consider multiple factors when making their choices.Hot pot restaurant operations can be broadly categorized into two main types: independent restaurants and chain restaurants. While independent restaurants hold a significant portion of the dining market, academic research in Taiwan has rarely explored consumer motivations and attitudes towards choosing independent hot pot restaurants. More studies have focused on other themed restaurants such as Thai cuisine, pet-themed, or green restaurants. Despite the substantial market value of hot pot inTaiwan and the resulting diversification of hot pot restaurant types, academic discussions on hot pot often center around well-known brands and their premium service marketing strategies or business models. There is a lack of research on the more commonplace independent budget hot pot restaurants. Therefore, this study aims to understand how consumers choose between independent budget hot pot restaurants and chain budget hot pot restaurants, and to explore the consumption motivations and attitudes of consumers towards independent budget hot pot restaurants.Semi-structured interviews were conducted with consumers recruited using a convenience sampling method. The interview guide was designed based on a review of existing literature, incorporating the food choice motives in the Food Questionnaire (FCQ) as the theoretical framework to explore consumption motivations. The interviews were transcribed verbatim, and the transcripts were analyzed using thematic analysis, which included open coding, axial coding, and selective coding, to categorize and interpret the data. To enhance the trustworthiness of the findings, participant observation and triangulation methods were employed.The research findings indicate that consumers' motivations for choosing independent budget hot pot restaurants can be categorized into six major types: (1) physiological needs, (2) external environmental influences, (3) convenience of location, (4) unique menu offerings, (5) inexpensive, and (6) fresh ingredients and diverse menu choices. Consumers' attitudes towards independent budget hot pot restaurants can be categorized into seven major types: (1) unique menu items, (2) budget-friendliness, (3) friendly service, (4) suitability for solo dining, (5) lower brand recognition, (6) service quality dependent on the owner's philosophy, and (7) smaller and less consistently clean dining environments. The main differences in consumer attitudes towards independent budget hot pot restaurants and chain budget hot pot restaurants are identified in three main areas: (1) different approaches to handling customer complaints, (2) variability in service even within chain brands, and (3) the friendly service in independent budget hot pot restaurants enhancing the willingness to dine alone.

Given the limited discussion of independent hot pot restaurants in the hospitality literature, the findings of this study are believed to provide insights for the management of independent hot pot restaurants and serve as a reference for developing marketing strategies within the sector.