最低消費限制與風險折扣應用對消費者購買決策之影響──以餐飲業為例

The Impact of Minimum Purchase Requirement and Risky Discount on Consumer Purchase Decisions

餐飲業為了要提升營收，紛紛推出最低消費的用餐限制與折扣優惠活動，期能兼顧餐廳營業目標增進顧客消費意願。本研究旨在探究餐飲業應用最低消費限制與風險折扣對消費者態度及購買意願之影響，採準實驗設計法，以2x4八組的實驗設計進行問卷調查，共得有效樣本240份以進行資料分析與假設檢定。研究發現餐廳設有最低消費限制，雖可能增加購買，但亦會導致消費者產生負面態度及影響購買意願。在餐廳提供風險折扣活動情況下，會顯著降低因低消限制所產生的負面影響，當折扣幅度的寬度越寬時，消費者的態度及購買意願愈趨正向影響。研究結論可提供餐飲業者規劃風險折扣促銷活動之行銷策略及未來研究方向之參考。 More and more restaurants set minimum purchase requirements and apply discountstrategies to increase sales revenues and stimulate consumers’ purchase intentions. Thisstudy aims to examine the impact of a minimum purchase requirement and risky discountson consumer attitudes and purchase intentions. A quasi-experiment with a 2 x 4between-subject design was conducted to collect data. Two hundred forty validquestionnaires were analyzed to test the hypothesized relationships. The results of thestudy indicated that restaurants may increase the consumers’ purchase by adopting aminimum purchase requirement; however, it may also cause a negative impact onconsumer attitudes and purchase intentions. Furthermore, the study found thatrestaurants that apply risky discounts significantly reduce the negative effects caused bythe minimum purchase requirement. The level of risky discounts is positively associatedwith the consumer attitudes and purchase intentions. Implications and directions for futureresearch are provided.

More and more restaurants set minimum purchase requirements and apply discountstrategies to increase sales revenues and stimulate consumers’ purchase intentions. Thisstudy aims to examine the impact of a minimum purchase requirement and risky discountson consumer attitudes and purchase intentions. A quasi-experiment with a 2 x 4between-subject design was conducted to collect data. Two hundred forty validquestionnaires were analyzed to test the hypothesized relationships. The results of thestudy indicated that restaurants may increase the consumers’ purchase by adopting aminimum purchase requirement; however, it may also cause a negative impact onconsumer attitudes and purchase intentions. Furthermore, the study found thatrestaurants that apply risky discounts significantly reduce the negative effects caused bythe minimum purchase requirement. The level of risky discounts is positively associatedwith the consumer attitudes and purchase intentions. Implications and directions for futureresearch are provided.