社群網站口碑訊息對王品西式連鎖餐飲消費者行為之研究

Abstract

社群網路的發達，人與人之間的都通方式也漸漸改變，不再只是面對面口對口的談話，如今在網路上的訊息傳遞越來越盛行，網路平台成為人們溝通和獲得資訊的主要來源之一。近年來，越來越多人在社群網站上用照片與文字敘述分享自己在餐廳的經驗，可以吸引朋友的注意。在台灣的飲食習慣漸漸改變，選擇餐廳時會先參考網路口碑資訊來做決定，而且西式餐廳、日式餐廳、泰式料理等異國餐廳充滿特色，深得消費者心，餐飲業在台灣漸漸盛行。但是網路口碑的影響與消費者行為的之間的關聯尚未明確。 本研究將針對西式連鎖餐飲族群作為調查對象，以社群網路口碑訊息作為主要因素，去探討消費者在網路口碑訊息下的行為。總計收回402分有效問卷進行分析，了解台北市大學生透過社群口碑訊息的干擾下，前往西式連鎖餐飲的消費情況與消費實態是否有正向關係存在。 研究結論發現:「口碑可靠性」對台北市大學生前往西式連鎖餐飲的「消費時間」、「消費次數」、「消費金額」、「消費時段」呈現正相關;「口碑認同性」對台北市大學生前往西式連鎖餐飲的「消費時間」、「消費金額」、「消費時段」呈現正相關。 綜合以上結果可以知道，消費者會受到社群口碑訊息而影響其消費行為，本研究建議西式連鎖餐飲在網路口碑訊息盛行下，應針對不同的消費族群制定行銷策略與市場區隔，也可以結合社群網站廣告傳銷，來吸引更多的消費者。

The method of communication between people is gradually changing. No more face to face conversation, in nowadays, massaging on the network is popular. The network platform becomes main method of people getting information and communicating. In recently years, more and more people through social networking sites to share their experience by pictures or wording in the restaurant, you can attract the attention of friends. In Taiwan there are a lot of people will check online word-of-mouth before they make decisions. Different type of restaurant is very characteristic between Western restaurants, Japanese restaurants and other exotic Thai cuisine restaurants. Catering industry gradually prevailed in Taiwan. However, the relationship between electronic word-of-mouth and consumer behavior is still unclear. This study explores the impact between of eWOM and consumer behavior in western restaurants. In the article treats eWOM as the dimension of influence factor under HBC consumer model. The internet population for the survey, 402 valid questionnaires were collected for statistical analysis, is main target to understand university students in Taipei that they consumed in western restaurant. In order to prove the fact that whether online word-of-mouth may be related positive correlation to consumption and consumer attitude. The results reveal that influence of trust of eWOM effect and reliability of eWOM effect has significant differences. The dimension of eWOM trusty has positive correlation between purchase time, purchase frequency, monthly spending amount and purchase period. The dimension of eWOM reliability has positive correlation between purchase time, monthly spending amount and purchase period. This study suggests that catering industry can set different market segmentation for different groups. Also, they can through advertising promotion such as social media to effectively attract more consumers.