隨著時代演變，受到現代女性意識抬頭及女性經濟逐漸獨立等因素影響，女性具有益發強大的購買力並時常擔任家庭當中的消費決策者，而在左右消費者購買決策的眾多因素中，商店形象具有相當的影響力。本研究以各年齡層之女性餐廳消費者作為研究對象，進行滾雪球式便利發放調查，得到398份有效問卷，並以描述性統計分析進行比較分析，瞭解不同身分女性餐廳消費者 (非媽媽/媽媽)在選擇餐廳時考量因素的差異。
經研究發現，「非媽媽與媽媽女性消費者對餐廳商店形象重視程度有差異性」的研究假設為部分成立，並可得知非媽媽與媽媽女性消費者於餐廳消費時考量因素的差異為：非媽媽族群有較多單純享受餐廳服務的餘裕；媽媽族群除了自身喜好以外還需兼顧同行子女之需求；而餐廳提供的餐點則是雙方族群都相當注重的考量。本研究根據研究結果提出相關建議，期能提供餐廳業者作為擬定吸引女性消費族群行銷策略之參考。
With the awakening of female consciousness and gradual economic dependence of modern women, women have increasing purchasing power and often act as a primary maker of purchase decisions in the household. Among the numerous factors affecting consumers’ purchase decisions, store image is known to have a considerable impact. This study used female restaurant consumers from all age groups as the subjects and conducted a questionnaire survey based on snowball sampling. A total of 398 valid responses were obtained. Descriptive statistics was applied to explore the differences in factors considered by female consumers of different statuses (non-mother / mother) in restaurant choice.
Results indicated that the proposed hypothesis that “there are differences between non-mother and mother female consumers in their rating of importance of restaurant store image” was partially supported. The main differences between these two groups were: non-mother female consumers tended to have more spare time to enjoy restaurant services; mother female consumers had to consider the needs of accompanying children in addition to their personal preferences; the meals provided by the restaurant were an important factor for both groups. Based on findings, this study proposed suggestions, which can be a reference for restaurant operators when developing marketing strategies to attract female consumers.
