知覺價值與品牌網路社群對餐酒館消費者行為之研究-以台北市地區成年消費者為例

Abstract

隨著社會經濟條件的改善，人們對於飲食消費行為變得講究，從過往時期的「吃飽不吃巧」，到今日的「要吃飽，也要吃巧」。消費者在乎的，不單單只是食物本身的價格高低、味道好壞、外觀美醜以及份量多寡，同時對餐館的裝飾擺設、提供服務的水準以及環境氛圍等…都有所要求。就如同日常生活中，你我在挑選聚會餐廳時，考量的因素絕非單一層面就可以滿足，消費者知覺價值的概念便由此應運而生，透過消費者本身對於產品及服務主觀上的衡量，來評斷出餐廳、餐點本身所能帶給消費者滿意的差異化和競爭優勢。 此外，在網際網路普及之後，人們對於網路的依賴程度也越來越高。如同「低頭族(Smartphone Addicts)」這名詞所述，現代人們無時無刻不低著頭使用3C電子產品，並透過網際網路與人交流、互動，不論是時下流行的通訊軟體LINE、WhatsApp，或者大學生必備的批踢踢實業坊，我們都透過這些平台在和他人交換意見，並以此來幫助完成生活中的每一項決策。品牌網路社群就是個重要的例子，像是官方網站、Facebook粉絲專頁等，提供一個可以讓所有人發表意見的平台，不論是廠商要推出新產品訊息、促銷活動；消費者消費後的回饋評價等…，買賣雙方都可以在上面藉由文字或圖片進行意見傳達和交換，對於消費者執行消費決策上有重大的影響效果。因此本研究從知覺價值以及品牌網路社群之重要性切入，探討其如何影響成年消費者的消費行為。 本研究採用EKB消費者行為模式，分析在餐酒館的消費行為上，台北市地區成年消費者基本人口特徵與消費實態、資訊來源、消費動機以及產品屬性重視上的差異；在知覺價值以及品牌網路社群上，運用因素分析，探討不同構面對於消費者消費行為之影響程度。研究結論發現：消費者會受到知覺價值以及品牌網路社群而影響其消費行為，故建議餐酒館業者應針對不同的消費族群制定市場區隔和行銷策略，並充份運用網路行銷，來吸引更多的消費者的認同。

With the improvement of the economic condition, people have revalued the quality of eating consumption, from “being full comes first” in the past to “being full as well as satisfied” nowadays. The consumers care about not only the price, the taste, the quantity and the appearance of dishes, but also the layout design of the restaurant, the quality of service, and the dinning environment. Just as the usual lives, they will be not satisfied by only considering one aspect when they are picking at restaurant, through which brings out the value of consumers’ perception. From the consumers’ subjective judgment towards the products and the service, it shows the diversity and the competitive advantage when restaurants or the dish have satisfied the consumers. Besides, after the popularity of the Internet, people become more and more dependent with the Internet. Just as the word “Smartphone Addicts,” modern people always lie down their head, using their 3C products, and making a connection and interaction with others through the Internet. For example, the hottest communication software “LINE,”“What’s App”or “PTT” that most college student must have, they are the platforms for people to exchange opinions or making decision. The brand online community is an important example. Like the official website, Facebook fan page, etc., they provide the consumers a platform to give opinions. Also, no matter the company wants to deliver the new product information, promoting sales, or the feedback from the customers, both the company and the customers are able to give their opinions through the message or some graphics, and this function have influenced the decision of the consumers’ consumption a lot. Therefore, this research is discussing how the value of perception and the importance of the brand online community to influence the consumption of an adult consumer. This research uses EKB model as framework to analyze the difference among the basic population and real consumption pattern of the adult consumers in Taipei city, the information sources, the motivation of consumption, and the product itself. As for the value of perception and the brand online community, by applying the factors analysis investigate the level how the consumption being influenced by different aspects. The research comes out the conclusion that the consumers would be influenced by the value of perception and the brand online community. So, as suggestion, the bar-restaurant dealers should plan different markets segment and market strategies and so as to deal with different types of consumers; also, making good use of the Internet Marketing will help get more attention from the consumers.