婚宴餐廳選擇因素與消費價值模式關係之研究

A Study of Relationship between Banquet Restaurant Selection Factors and Consumption Value Model in Chinese Wedding

在傳統華人的觀念中，婚宴除了是長輩們比較財富與人脈的場合外，更是一種生命和家族延續與傳承的象徵。一場婚宴所費不貲，在這件被兩代都視為重大決策的消費活動，很容易因為兩代間對此產品的期待有所不同而產生購買決策上的差異。本研究透過文獻探討、專家焦點團體與修正式德菲法得出婚宴餐廳選擇因素。再以此因素做為基礎，並透過深度訪談與內容分析了解兩代間偏好差異與決策形成的原因，釐清雙方的價值觀點。並建議新人多思考賓客需求、多與家長溝通婚宴的內涵以及必要時依不同賓客分兩次舉辦婚宴。建議家長勿用財務支持作為籌碼以避免更多的衝突、給予新人發揮的空間以及委託專業婚禮公司辦理。建議業者加強配套專案內容品質及價值創造、不需以折扣或優惠作為行銷主要訴求、注意網路評論與聲量以及加強訓練第一線人員了解雙方的消費價值。

In traditional Chinese general concept, Wedding banquet is a place where parents compare wealth and connections, It’s also a symbol of life and family continuity and inheritance. This is considered a major consumer activity by two generations, Likely to result in different expectations of each other and a difference. This study uses focus groups and modified Delphi method, Get the suitability of wedding restaurant selection factors and consumption value models. Then used In-depth interviews and content analysis, Understand the reasons for differences in each other's preferences and decisions formed.. Suggest brides and grooms: 1. Think more about guest needs, 2. Communicate with parents, 3. Host two wedding parties. Suggest parents: 1. Don’t use the financial support to be communication conditions, 2. Let brides and grooms have decision-making power, 3. Find a wedding consultant company. Suggest industry supervisor: 1. Enhance the quality of projects, 2. Don't give discounts and offers. 3. Precautions network comment, 4. Strengthening employee training.