消費者持續消費動機研究──以沾美西餐廳為研究標的

A study on the Motivation of Consumers' Continuous Consumption-Take Jimmy's Kitchen as a Research Object

台灣餐廳四處林立，可謂是三步一大店、五步一小店。要在激烈的競爭中脫穎而出，除了以佳餚美食來贏得消費者的青睞之外，尚需憑藉特出的競爭策略。這也是老店之所以具有一定的號召力的緣故──能夠成為老店，自然必須打敗周邊競爭者，屹立不搖。甚或其口味必須得到跨時代消費者之肯定。「沾美西餐廳」是為臺北市知名的老牌西餐廳。位於精華地段，許多政商名流均是座上賓。自七○年代之後，臺灣平價牛排大為流行，使得西餐廳從高價、政商名流專屬轉向大眾。惟在這股平價潮當中，沾美西餐廳始終以其典雅、老派為標榜，至今網路時代已然躍為台北市必吃的西餐廳。其經營策略並使得消費者嚐鮮之外仍然持續消費之魅力何在？促成了本研究進行之動機。經由筆者之參與法並訪談法之進行，得出結論有三點：1.以非目的性而展開的初次消費動機|2.以目的性展開的持續性消費動機|3.以差異化經營而勝出的消費策略。

There are many restaurants in Taiwan, which can be described as ubiquitous. In order to stand out in the fierce competition, in addition to winning the favor of consumers with delicious food, restaurants still need to rely on special competitive strategies. This is also the reason why the old restaurant has a certain appeal to their loyal customers. To be an old shop, it is natural to beat the surrounding competitors and stand firmly, or even the taste of its food must be affirmed across generations. Jimmy's Kitchen is a well-known and old-fashioned western restaurant in Taipei. It is located in the prime location, and many celebrities are their loyal guests. Since the 1970s, the popularity of cheap steak in Taiwan has made the western restaurant turn from high price and exclusive to public. However, in this trend of inexpensive price, Jimmy's Kitchen always takes its elegance and old school as its concept of management. So far, Jimmy's Kitchen has become a must-eat western restaurant in Taipei in this era of network. What is the charm of its business strategy and making consumers do sustainable consumptions of Jimmy's Kitchen? It also contributes to the research motivation of the study. Through the participation method and interview method, three research conclusions are drawn: 1. The motive of the first consumption is non purposeful. 2. Motivation of sustained consumption is purposeful. 3. Use a consumption strategy called differentiated management to win.