以參照單位分析法探討家庭外食之餐廳選擇因素

Using Ridit Analysis to Explore FAFH Restaurant Selection Factors

外食選擇餐廳是家庭經常要面對的消費決策問題；由於必須考量家庭成員的需求，使得決策變得較為複雜。本研究以問卷調查方式蒐集資料，採用便利抽樣方式挑選台中市某一所國中具有家庭外出用餐經驗之學生，邀請其家長參與問卷填答，共計獲得654份有效問卷。將調查資料應用參照單位分析法（Ridit）將家庭外食選擇餐廳所考慮的服務屬性根據其重視程度進行排序，則是發現：26項屬性可分為五類，其中以餐食新鮮及餐食衛生最為重要；其他的重要屬性可作為餐廳業者改善或加強服務的依據。應用CHAID將受訪者根據排行最小的子女年齡、家庭成員個人平均消費金額及家庭年收入分為3群，進一步分析則是發現：分群樣本對於影響餐廳選擇的屬性的重視程度不同；但分群受訪者所重視的屬性相似只是順序不同，顯示這些服務屬性乃餐廳消費者最基本的需求，亦即他們對相關服務的基本要求不因前述之個人社經特性不同而有所差異。本研究根據研究結果提供後續研究方向與建議，並提出實務建議供業者在餐廳經營管理之參考。

Food-away-from-home (FAFH) is a common decision-making for family consumption. The primary objective of this research was to explore FAFH consumer behavior in terms of the restaurant selection factors. A convenience sample using a self-administered questionnaire was completed by family restaurant patrons. In total, 654 usable responses were obtained. The approach of ridit analysis was used to analyze the data. Among the 26 service attributes, the most important criteria were food fresh and sanitary. It was also found that the differences in the choice preferences among the groups of the respondents. The further analyses indicate the similarity of their selection concerns under the influences of the age of the youngest child, the average expenditure per family member and the annual family income level. The theoretical implications are discussed. The analytical results are useful for foodservice industry in developing operational strategies.