部落格口碑訊息對義式餐廳消費行為影響之研究－ 以台北市居民為例

Abstract

隨著網際網路的快速發展與進步，人們的溝通方式逐漸改變，網路已經成為人們溝通和獲得資訊的主要來源。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，並進行資訊的交流與討論。近年來，部落格網站越來越多，部落客透過部落格文章來敘述自己的用餐經驗，並在網路上分享心得與經驗。 此外，國人的飲食習慣改變，使得台灣餐飲業逐漸轉變，美式餐館、義式餐館等異國美食餐廳在台灣逐年盛行。本研究將針對義式餐廳進行研究，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386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義式餐廳的消費情況，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：部落格口碑訊息的「專業可靠性」對台北市居民前往義式餐 廳的「消費頻率」、「消費時間」、「消費時段」以及「消費金額」呈正相關，而且部落格口碑訊息之專業可靠性對於「消費頻率」、「消費時間」、「消費時段」以及「消費金額」具有其影響力；另外，部落格口碑訊息之「經驗分享性」對台北市居民前往義式餐廳之「消費頻率」、「消費時間」、「消費時段」、「消費金額」呈正相關，而且部落格口碑訊息之經驗分享性對於「消費時間」、「消費時段」、「消費金額」具有其影響力；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，本研究建議義式餐廳業者，可針對不同消費族群制定不同的市場區隔與行銷策略，並結合部落格廣告傳銷，有效吸引更多消費者的光臨。

With the development of internet technology,people has changed the ways of communication.It has also become the main source of information and communication. Blog, as an internet tool,people can use it to write about their lives, opinions, and communicate with others. In recent years, using blog to record the experience of dining has become more popular. The study takes that Taipei city resident at the Italian restaurant for investigation to discuss the influence of consumer behavior towards the message of blog word-of-mouth (WOM). The sample of this research is form network, and 386 efficient questionnaires were received. The study has made conclusions and suggestions as follows: 1. The dependability and expertise of the message of blog WOM is positively correlated with consumption frequency, time, period and amount. 2. The dependability and expertise of the message of blog WOM has profound effect on consumption frequency, time, period and amount. 3. The experience and sharing of the message of blog WOM is positively correlated with consumption frequency, time, period and amount. 4. The experience and sharing of the message of blog WOM has profound effect on consumption time, period and amount. The study provides some suggestions and recommendations for the supervisor of Italian restaurant in managing or planning the marketing strategies, and also makes practical suggestion for future research direction.