餐廳消費者購買涉入程度與購買決策關係之研究

A Study of Relationships between Restaurant Consumer Purchase Involvement and Purchase Decision

本研究主要在探究不同購買涉入程度者在社經背景變數與購買決策過程 之差異性。本研究以 EKB(Engel, Kollat & Blackwell)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，採用問卷調查方法，以台 北火車站前商圈餐廳消費者為對象進行調查，共回收有效問卷 387 份，回收 率達 97%。所得資料以頻次分析、敘述性分析、因素分析、獨立性卡方檢定 與 t 檢定分析等統計方法來進行分析，研究結果發現：一、 高低餐廳消費者購買涉入程度，在社經背景變數之年齡、教育程度與平 均月收入上具有顯著差異。二、 高低餐廳消費者購買涉入程度，在購買決策過程之用餐動機、資訊尋 求、決策評估與購買選擇有部分顯著差異。 所得之研究結果將做為建立市場區隔之基礎，以提供餐飲業者制訂行銷策略之建議。

The purpose of this study was to examine the difference between consumers with different involvement levels on the demographics and purchase decision process. The questionnaire of our survey was conducted to collect data by using EKB Model. Return rate was 97% (N=387). Data were analyzed by frequency analysis, descriptive analysis, chi-square test, t-test and factor analysis. The results of the study were summarized as follow:Consumers with high and low involvement levels were significantly different on the demographics variables including age, education and monthly income.Consumers with high and low involvement levels were significantly different on the purchase decision process variables including motivation, information search, alternative evaluation and part of purchase.