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    Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/111124


    Title: 非媽媽與媽媽女性消費者對餐廳商店形象重視程度之差異
    Authors: 葉宜婷
    Contributors: 休閒與遊憩管理學系碩士在職專班
    Keywords: 女性消費者、商店形象、餐廳、非媽媽/媽媽、Female consumer、Store image、Restaurant、Non-mother / mother
    Date: 2018
    Issue Date: 2018-07-11 09:29:17 (UTC+8)
    Publisher: 亞洲大學
    Abstract: 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.
    Appears in Collections:[休閒與遊憩管理學系] 博碩士論文

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