品牌形象、消費體驗對消費者購買意圖之探討──以百匯自助餐廳為例

How do Consumers Choose a Buffet Restaurant? A Study on the Relationship among Brand Image, Experience Consumption and Consumers' Purchase Intentions

隨著時代變遷與科技進步，國人家庭結構及生活形態改變，對於飲食內容與用餐品質愈來愈講究，用餐不再僅為了滿足生理需求而已，消費者希望能吃到更美味、豐富而精緻的食物，同時享受更高品質的用餐環境。百匯(Buffet)自助餐廳以其豐富的菜色及多元服務的內容．滿足消費者求新求變的需求，廣受大眾消費者的歡迎。本研究探討百匯自助餐廳的品牌形象和消費體驗對消費者購買意圖之間的關聯性，利用便利抽樣方式發放問卷，針對曾經至百匯自助餐廳用餐的消費者進行調查，總共回收有效問卷為362份，經分析後獲得以下結果：一、百匯自助餐的品牌形象對於消費者的購買意圖有正向顯著之影響。二、百匯自助餐的消費體驗對於消費者購買意圖有正向顯著影響。三、不同背景特性消費者在品牌形象上有顯著差異；在消費體驗和購買意圖上則有部分顯著差異。本研究後續並提出行銷推廣上之建議供業者參考。

Nowadays, people would spend more eating out than before. A buffet restaurant not only feed people's stomach with food that all you can eat but also satisfy people in many ways including high quality food and services, spacious room or luxury dining environment. These buffets give consumers plenty of choices. Therefore, buffets have been a growing trend across Taiwan. This study addresses factors affecting consumers' intention to choose a buffet restaurant. A survey was conducted to explore the relationships between brand image, experience consumption and consumer's intentions. A total of 362 questionnaires were collected for analysis. The results show that brand image and consumption experience will positively influence consumer's intentions when choosing a buffet restaurant. The data from this study further reveals some practical implications for food service industry in developing the future market strategies.