餐廳涉入程度對消費決策評估之探討-餐飲與非餐飲教育工作者之比較

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Title:	餐廳涉入程度對消費決策評估之探討-餐飲與非餐飲教育工作者之比較 A study of Evaluation Between Restaurant Involvement and Consumer Decision-Making -Differences Between Catering and Non-Catering Educators
Authors:	林雅芳 LIN, YA-FANG
Contributors:	休閒與遊憩管理學系碩士在職專班
Keywords:	涉入程度;決策評估 Degree of Involvement;Decision Evaluation
Date:	2019
Issue Date:	2019-10-22 08:14:35 (UTC+0)
Publisher:	亞洲大學
Abstract:	主要探討餐廳涉入程度對消費者決策評估之探討差異性，及探討餐飲與非餐飲教育工作者在涉入程度與消費決策評估是否有明顯差異性。本研究以EKB決策模式為研究架構，並以購買涉入量表為測量消費者涉入程度之工具，採用問卷調查方式，以高中餐飲教育工作者與非餐飲工作者在餐廳消費者為對象進行調查，共發放276份問卷，經過回收共計265份，經檢視後剔除無效穩卷後，有效問共計卷260份，回收率達98.1%。所得資料透過 SPSS 統計軟體系統，進行資料分析。分析方式包含敘述性分析、信度與度分析、t檢定與單因子變異數分析、回歸分析，研究結果發現：一、餐飲與非餐飲教育工作者在涉入程度上有顯著差異。二、餐飲與非餐飲教育工作者在決策評估因素有顯著差異。三、涉入程度會正向影響決策評估考量。 This study mainly discusses the differences in the degree of restaurant involvement and the evaluation of consumer decision-making, and discusses whether there are significant differences between the catering educators and non-catering educators in terms of the degrees of involvement and consumer decision-making. This study uses the EKB decision-making model as the research framework, and uses Purchase involvement scale as a tool to measure the degree of consumer involvement. Questionnaire survey is used to target high school catering educators and non-catering workers as restaurant consumers. In the survey, a total of 276 questionnaires were distributed, while 265 questionnaires were collected. After the inspection, the invalid questionnaires were eliminated. A total of 260 valid questionnaires were collected, with a recovery rate of 98.1% . The data obtained were analyzed by SPSS statistical software system. The analysis methods include narrative analysis, reliability and degree analysis, t-test and single-factor change analysis, and regression analysis. The result shows as followings: 1.There is a significant difference in the degree of involvement between catering educators and non-catering educators. 2.Catering educators and non-catering educators have significant differences in decision-making factors. 3.The degree of involvement will positively influence the assessment of decision-making.
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