美食部落格口碑訊息對西式炸雞漢堡餐廳消費行為影響之研究─以台北市居民為例

Abstract

網路技術的快速發展，改變人們的溝通習慣，也讓網路成為人們溝通和獲得資訊的主要來源。其中，透過部落格網路平台，人們不僅可以記錄生活點滴、陳述各自意見，亦能進行資訊的交流與討論。近年，越來越多人透過部落格文章來敘述自己的用餐經驗，美食的記錄與推薦，也就是「食記」。此外，國人的飲食習慣改變，使得台灣餐飲業逐漸轉變，西式餐館、日式餐館等異國美食餐廳在台灣逐年盛行。本研究將針對西式炸雞漢堡店進行研究，瞭解部落格口碑訊息是否會影響台北市居民的消費行為，研究以線上族群為調查對象，總計回收286份有效問卷進行統計分析，瞭解台北市居民透過部落格口碑訊息的干擾前往西式炸雞漢堡餐廳的消費情況，以及部落格口碑訊息與消費實態是否有正向關係存在。 研究結果發現：1.「可靠性」對台北市居民前往西式炸雞漢堡餐廳之「消費頻率」、「消費時間」、「消費時段」、「消費金額」呈正相關；「專業性」對台北市居民前往西式炸雞漢堡餐廳之「消費頻率」、「消費時間」、「消費時段」、「消費金額」呈正相關；「部落客親身經驗」對台北市居民前往西式炸雞漢堡餐廳之「消費頻率」、「消費時間」、「消費時段」、「消費金額」呈正相關；「吸引力」對台北市居民前往西式炸雞漢堡餐廳之「消費頻率」、「消費時間」、「消費時段」、「消費金額」呈正相關。綜合研究結果可知，消費者會受到部落格口碑訊息而影響其消費行為，而不同人口統計變數的消費者對於消費動機、餐廳屬性、消費實態上亦有顯著差異，因此，本研究建議西式炸雞漢堡業者，可針對不同消費族群制定不同的市場區隔與行銷策略，亦可結合部落格廣告傳銷，有效吸引更多消費者的光臨。

The development of internet technology has changed the ways of communication. It has also become the main source of information and communication. Blog, as an internet tool, people often use it to write about their lives, opinions, and communicate with their viewers. In recent years, using blog to record the experience of dining has become more popular. This study takes the western restaurant of fried chicken and hamburger for investigation, discussing the influence of consumer behavior in Taipei City towards the message of blog word-of-mouth (WOM). The sample of this research is form network survey, and received 286 efficient questionnaires. This study comes out with some conclusion and suggestions as follows: 1. The dependability of the message of blog WOM is positively correlated with consumption frequency, time, period and amount. 2. The expertise of the message of blog WOM is positively correlated with consumption frequency, time, period and amount. 3. The Personal experience of the message of blog WOM is positively correlated with consumption frequency, time, period and amount. 4. The attraction of the message of blog WOM is positively correlated with consumption frequency, time, period and amount. In conclusion, this study provides some suggestions and recommendations for the supervisor of western restaurant of fried chicken and hamburger in managing or planning the marketing strategies, and the future potential study is also recommended at the end.