親子外食消費行為與餐廳選擇因素之研究：以南部地區為例

FAFH Consumer Behavior and Restaurant Selection Factors for Parent-Child Consumers: A Case of Southern Cities of Taiwan

台灣社會經濟結構改變，國民所得及外食人口增加的趨勢使然，直接帶動了餐飲業的發展，近年來餐飲業的家數與銷售額皆維持著逐年穩定成長的態勢。本研究旨在探究親子消費者之外食消費行為，並且探究消費者考量兒童來選擇餐廳之重要因素。所以本研究主要調查南部地區考量小孩的餐廳選擇因素情況，及外食消費行為。研究結果發現，親子一起外出至餐廳用餐最重要原因前三者依序為「與家人培養感情」，其次為「犒賞小朋友」、「小朋友喜好」。至餐廳用餐注重因素最高者為「餐廳衛生安全」，其次為「服務人員態度」、「停車便利」等。並進一步探究親子外食消費者之考量因素包括「餐廳整體服務」、「餐點內容品質」、「裝潢氣氛設計」、「餐廳外界評價」，以及「兒童專屬服務」。最後，研究結果將可提供餐飲相關業者作為餐飲商品設計與行銷策略擬定之參考。

The purpose of the current study is to explore food-away-from-home (FAFH) behavior of parent-child consumers and the selection factors for restaurant. This study investigates the restaurant selection condition according to child preference and FAFH consumer behavior. Finally, the results of the current study revealed that the most purpose for parent-child consumer to FAFH are ”to promote family relationship,” ”to reward child with meal,” and ”to match child preference.” And, the most important factor for selecting restaurant are the ”sanitation and safe in restaurant,” ”service attitude,” and ”parking convenience.” Furthermore, the overall factors included ”whole restaurant service,” ”food quality,” ”decoration design,” ”restaurant reputation,” and ”child-only service.”