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題名：中式速食餐廳食物品質之知覺價值：健康美味與綠色觀點
書刊名：輔仁民生學誌
作者：駱香妃 引用關係／駱佩君 引用關係／王媛慧 引用關係／李承軒
作者(外文)：Luoh, Hsiang-fei／Lo, Pei-chun／Wang, Yuan-huei／Li, Cheng-xuan
出版日期：2016
卷期：22:1
頁次：頁1-15
主題關鍵詞：中式速食餐廳；食物品質；知覺價值；購買意願；Chinese fast food restaurant；Food quality；Perceived value；Purchase intention
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(0) 博士論文(0) 專書(0) 專書論文(0)
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  • 共同引用共同引用:4
  • 點閱點閱:1
健康、美味與綠色環保乃是現今飲食之趨勢，有效的應用健康、美味與綠色屬性應可增加餐廳之競爭力。因此，本研究以食物品質的健康、美味與綠色環保屬性，透過2 x2 x 2三因子組間實驗設計，探討受測者對於中式速食餐廳不同健康、美味與綠色環保取向之組合食物的知覺價值，並進一步驗證知覺價值對購買意願之影響。研究採實驗問卷調查法，以立意抽樣不同人口統計特性之消費者，總計回收300份有效樣本，研究結果以描述性統計、單因子變異數與迴歸等分析方法進行資料統計。研究結果發現消費者對不同健康、美味與環保取向組合之食物知覺價值不同，健康與美味取向為消費者衡量知覺價值之最重要因素，其次方為綠色環保取向；除此，中式速食餐廳消費者對於食物品質之知覺價值，會正面影響其購買意願。研究結果期能提供中式速食業者菜單設計之參考，以提高餐食產品之競爭力。
This study aims to explore the participants' perceived value with a 2 x 2 x 2 three factor design on the food quality perspectives of healthiness, taste and green, as well as further verifying the influence of the perceived value of food quality on purchase intentions. Purposive sampling was used and respondents with different demographic characteristics were recruited. A total of 300 valid samples were collected. To verify the hypothesis of this study, results were analyzed using descriptive statistics, ANOVA and regression analysis. Results showed that consumer perceived value of food quality varies according to a combination of healthiness, taste and green orientation. The main factors in measuring consumer perceived value of food quality are healthiness and taste, followed by green orientation. In addition, consumer perceived value of food quality in Chinese fast food restaurant will positively affect their purchase intentions. The findings hope to provide a reference for the Chinese fast food industry in designing menus and enhancing the competitiveness of food products.
期刊論文
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研究報告
1.台灣趨勢研究(2014)。餐飲業發展趨勢。  延伸查詢new window
學位論文
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2.劉緯武(2000)。西式炸雞速食連鎖店在食品品質顧客滿意度之調查研究(碩士論文)。中國文化大學。  延伸查詢new window
圖書
1.Goodall, Jane、McAvoy, Gary、Hudson, Gail、陳正芬(2007)。用心飲食。大塊文化。  延伸查詢new window
2.經濟部統計處(2015)。批發、零售及餐飲業經營實況調查報告。台北：經濟部統計處。  延伸查詢new window
3.Monroe, Kent B.(1990)。Pricing: Making Profitable Decisions。New York：McGraw-Hill。  new window
4.Fishbein, Martin、Ajzen, Icek(1975)。Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research。Addison-Wesley Publishing Company。  new window
5.Nunnally, Jum C.、Bernstein, Ira H.(1978)。Psychometric Theory。McGraw-Hill。  new window
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圖書論文
1.Mowen, John C.、Brown, Stephen W.(1981)。On explaining and predicting the effectiveness of celebrity endorsers。Advances in Consumer Research。Association for Consumer Research。  new window
2.Monroe, K. B.、Krishnan, R.(1985)。The effects of price on subjective product evaluations。Perceived quality: How consumers view stores and merchandise。Lexington, MA：Lexington Books。  new window
 
 
 
 
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