部落格口碑及商店形象影響消費者前往日式餐廳消費行為之研究―以台北市消費者為例

Abstract

隨著網際網路的發達與進步，越來越多人使用網路並且透過部落格撰寫生活文章、小故事以及美食經驗分享自我的生活型態供朋友觀賞和網路分享，讓沒去過的消費者能觀看這些美食紀錄，決定是否前往餐廳用餐。此外，隨著國人的飲食習慣改變，台灣處處可看到日式、美式以及義式等充滿異國餐廳商店形象的盛行。本研究將針對日式餐廳進行研究，瞭解部落格口碑及商店形象是否會影響台北市消費者的消費行為，以線上族群作為研究對象，總計回收390份有效問卷進行統計分析，瞭解台北市消費者透過部落格口碑及商店形象前往日式餐廳的消費情況，以及部落格口碑及商店形象與消費實態是否有正向關係存在。

研究結果發現部落格口碑和商店形象對於消費實態皆呈正相關。部落格口碑方面，誠懇可靠與吸引力在「消費次數」、「消費時間」、「消費時段」以及「消費金額」皆有正向的影響；商店形象方面，餐點份量與品質在「消費次數」、「消費時間」、「消費時段」以及「消費金額」皆有正向的影響。綜合研究結果可知，消費者會受到部落格口碑及商店形象而影響其消費行為，而不同人口統計變數的消費者對於消費動機和消費實態上亦有所差異。因此，本研究建議日式餐廳業者，可針對不同消費族群制定不同的市場區隔、行銷策略以及商品定位，亦可結合部落格廣告促銷和強化餐廳的商店形象，有效吸引更多消費者前往日式餐廳消費。

關鍵字：部落格口碑、商店形象、日式餐廳、消費實態。

With the development of Internet, more and more people use the Internet to record short stories of life style, and to share delicious food experience with friends through blog articles, so that consumers can see these delicacy food records to determine whether dining at the restaurant. Moreover, with the change in people's eating habits, image of the restaurant's exotic shops prevalence of Japanese, American and Italian style and so on can be seen everywhere in Taiwan. This study takes the Japanese restaurant for investigation, discussing the influence of consumer behavior in Taipei City by the blog word-of-mouth (WOM) and the store image. The samples of this research we collected from network survey, and 390 efficient questionnaires were received. This study finds out with some conclusions and suggestions as follows：

All blog WOM and store image are positively correlation with consumption. 1. The sincereness, reliability and attraction of blog WOM are positively influence with frequency, timing, period and amount of consumption. 2. The quantity and quality of meals of store image are positively influence with frequency, timing, period and amount of consumption.

In conclusion, this study provides some suggestions and recommendations for the supervisor of Japanese restaurant in managing or planning the marketing strategies, and the future potential study is also recommended at the end.

Keywords：Blog WOM, Store Image, Japanese Restaurant, Consumption.