頁籤選單縮合
題 名 | 為何顧客排隊的餐廳不漲價=Queuing Restaurants don't Raise Prices? |
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作 者 | 許鈴金; 鄭淑玲; | 書刊名 | 遠東學報 |
卷 期 | 32:1 2015.04[民104.04] |
頁 次 | 頁43-56 |
分類號 | 496.34 |
關鍵詞 | 計劃行為理論; 排隊認知; 排隊動機; 排隊知覺品質; 排隊購買意願; 溢價購買意願; Theory of planed behavior; Perceived queuing benefit; Queuing motivation; Perceived queuing quality; Queuing intention; Price premium intention; |
語 文 | 中文(Chinese) |
中文摘要 | 過去相關研究僅針對排隊行為之消費者特質、情緒反應、時間知覺和滿意度進行探討,對排隊等待意願之利益認知、動機和知覺品質等相關研究較少,而對於排隊餐廳漲價的相關研究則相當少見。因此,本研究運用計劃行為理論架構,以餐廳的排隊用餐為例,探討排隊認知、排隊動機以及排隊知覺品質對排隊意願和溢價購買意願之影響,並延伸探討哪一個變數對排隊購買意願和溢價購買意願之影響最大。研究結果指出價格合理、美味和服務周到等三大理由解釋了49%消費者會到餐廳排隊用餐的原因。本研究結果亦發現,消費者排隊買到的成就感、方便停車、營造舒適的等待環境以及服務人員的適時反應顧客問題和適時關懷,都可以提高消費者排隊意願。另外,如能提升產品的功能利益、品質知覺價值和排隊動線順暢,以及服務人員關懷安撫因排隊而產生的負面情緒,即使價格貴一點也會願意等待購買。最後,本研究發現三大前置變數以排隊過程中的服務品質對排隊意願的影響最大,顧客對排隊的心理利益和功能利益的認知是影響溢價購買意願最主要的因素。 |
英文摘要 | Prior research has focus on personal characteristic, emotional reaction, time perception and waiting satisfaction of queuing behavior. There is few research pays attention on perceived queuing benefit, motivation, and perceived queuing quality of waiting intention. In addition, the study of price premium intention of queuing restaurant is less on hospitality-related research as well. Therefore, applying theory of planed behavior as conceptual framework, this study measure the importance of perceived queuing benefit, queuing motivation, and perceived queuing quality in terms of its impact on queuing intention and price premium intention of queuing restaurants. This study examine the extent to which of three dimension is the most important for queuing intention and price premium intention. Results of this study indicate that reasonable price, tasted food, and well service can appropriately explain 49% of the reason for queuing restaurants. In fact, the findings of this research show that customers’ self-achievement, convenient parking, comfortable waiting environment, and to be equally treat on waiting time would increase intention to wait. Further, functional benefit, well planed line of queue, and providing considerate service might increase customer’s intention to raise price for seller. Final, the findings of this study revel that perceived queuing quality is more closely associated with queuing intention. This study also confirms that perceived queuing benefit is a stronger predictor of price premium intention. |
本系統中英文摘要資訊取自各篇刊載內容。