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題名:運用反應層級模式探討臺灣上市餐飲業顧客行為意圖驅動因子之研究--兼論品牌形象干擾效果
書刊名:運動休閒餐旅研究
作者:鄭富璟鄭富元范惟翔 引用關係
作者(外文):Cheng, Fu-chingCheng, Fu-yuanFan, Wei-shang
出版日期:2013
卷期:8:4
頁次:頁49-76
主題關鍵詞:餐飲業食品品質品牌形象顧客行為意圖Food and beverage industryFood qualityBrand imageCustomer behavioral intentions
原始連結:連回原系統網址new window
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  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:34
  • 點閱點閱:46
臺灣餐飲業規模己近四仟億,在餐飲業的同質性高競爭白熱化下,如何迎合消費者的需求,將是餐飲業者能否永續經營的一項重要關鍵因素,近年來若干不肖業者的食品品質使消費者有健康之虞,也讓消費者對餐飲業的選擇上更加嚴謹,因此本研究並採用Lutz(1991)所提出由認知-情感-行為三者所組成之ABC模式,結合Lavidge and Steniner(1961)及Kotler(2000)提出反應層級模式理論探討顧客行為意圖。本研究調查以大台中都會區餐廳消費之顧客,共發出300份問卷,有效回收問卷數288份。研究結果發現:食品品質為顧客行為意圖的驅動因子,在顧客互動需經由情感因素才能影響行為意圖,因此消費者的購買行為,是經由一連串的反應漸進而來的。品牌形象具干擾效果,所以具高品牌形象的餐飲業,會降低顧客心中知覺風險,相對的提高顧客心中正向價值,有助於強化顧客行為意圖。
The gross income of restaurant industry in Taiwan is reaching four hundred thousand million. That results in increase of homogeneity and competition. It has become an important factor to continually operate the business successfully for how to keep adjustable for satisfying consumer demand. Recently, more and more consumers become careful when make a decision for selecting restaurants due to negative news of food quality. According to the ABC model if Lutz (1991) and the reaction model of Lavidge
期刊論文
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學位論文
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圖書
1.商業發展研究院(2012)。餐飲業之經營現況與未來趨勢。臺北:經濟部。  延伸查詢new window
2.經濟部統計處(2011)。商業及服務業動態調查年報。臺北:經濟部。  延伸查詢new window
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7.Swift, R. S.(2000)。Accelerating Customer Relationships: Using CRM and Relationship Technologies。Upper Saddle River, NJ:Prentice Hall。  new window
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圖書論文
1.Lutz, Richard J.(1991)。The Role of Attitude Theory in Marketing。Perspective in Customer Behavior。Upper Saddle River, NJ。  new window
2.Holbrook, Morris B.(1994)。The nature of customer value: An axiology of services in the consumption experience。Service quality: New directions in theory and practice。Sage Publications。  new window
 
 
 
 
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