消費者美感生活型態對景觀餐廳願付額外價格差異之研究

Differences in Willingness to Pay among Different Consumer Groups in Landscape Restaurants

現有文獻對於景觀餐廳消費者願付額外價格之研究甚少，本研究以美感生活型態量表調查台灣景觀餐廳消費者之美感生活型態及其願付額外價格。研究首先探討台灣景觀餐廳消費者之美感生活型態，以因素分析法萃取出「貴氣消費」、「手做達人」、「接近自然」、「流行時尚」、「環境薰陶」與「形象塑造」等六個主要成分；再以群組分析將受訪者分成「藝術實踐」、「優雅品味」、「美感消費」、「美學初階」與「現實生活」等五種美感生活型態。其次探討不同美感生活型態消費族群對景觀餐廳的偏好程度與願付額外價格，發現消費者對各類型的景觀餐廳偏好程度愈高，其願付額外價格平均百分比也愈高。相較於一般餐廳，消費者願意多付10-20%的金額到景觀餐廳消費。 There is an absence of research studying the relationship between consumers’ aesthetic lifestyles and willingness to pay (WTP) in landscape restaurants. This study first explored the aesthetic lifestyles of landscape restaurant consumers in Taiwan using an aesthetic lifestyle questionnaire. A factor analysis was conducted to analyze the aesthetic lifestyle factors and extracted six main factors: 1) “Luxury consumption”, 2) “DIY expert”, 3) “Nature”, 4) “Fashion”, 5) “Environmental influence”, and 6) “Image-molding.” Respondents were divided into five groups using cluster analysis: 1) “Art practice”, 2) “Elegant taste”, 3) “Aesthetic consumption”, 4) “Aesthetic primer”, and 5) “Real life”. Second, this study analyzed different aesthetic lifestyle consumer groups regarding the degree of preference and average extra WTP percentage for various types of landscape restaurants. Results showed that customers with higher preference would have higher average extra WTP percentage for different types of landscape restaurants. The attention given to landscape restaurants in terms of extra WTP percentage levels followed the same stratification as the aesthetic lifestyle factors. These customers are willing to pay an extra 10 to 20% of the price for landscape restaurants compared to regular restaurants.

There is an absence of research studying the relationship between consumers’ aesthetic lifestyles and willingness to pay (WTP) in landscape restaurants. This study first explored the aesthetic lifestyles of landscape restaurant consumers in Taiwan using an aesthetic lifestyle questionnaire. A factor analysis was conducted to analyze the aesthetic lifestyle factors and extracted six main factors: 1) “Luxury consumption”, 2) “DIY expert”, 3) “Nature”, 4) “Fashion”, 5) “Environmental influence”, and 6) “Image-molding.” Respondents were divided into five groups using cluster analysis: 1) “Art practice”, 2) “Elegant taste”, 3) “Aesthetic consumption”, 4) “Aesthetic primer”, and 5) “Real life”. Second, this study analyzed different aesthetic lifestyle consumer groups regarding the degree of preference and average extra WTP percentage for various types of landscape restaurants. Results showed that customers with higher preference would have higher average extra WTP percentage for different types of landscape restaurants. The attention given to landscape restaurants in terms of extra WTP percentage levels followed the same stratification as the aesthetic lifestyle factors. These customers are willing to pay an extra 10 to 20% of the price for landscape restaurants compared to regular restaurants.