| Summary: | 碩士 === 國立成功大學 === 經營管理碩士學位學程 === 98 === Taiwan’s wedding industry yields a value totaling over NT$80 billion without being affected by economic recessions. Of which, wedding banquet accounts for the biggest part and has evolved into a brilliant market. However, as consumers’ need over wedding banquet changes and the wedding population gradually shrinks, a great many caterers have shifted to other industries or set up new wedding banquet halls instead. They have spent a huge sum to introduce hardware equipment and offer professional, innovative, integrated wedding service. In so doing, consumers have more options to choose. But this has made competition in the wedding market all the more intense. Views of brides and grooms about banquet halls and their reception are worth being studied, but relevant research is relatively inadequate.
This study discussed wedding banquet consumers of different lifestyles regarding their preferences of banquet hall products, difference in their willingness to consumer, preference of the product attributes, social influence, customization, relations between experimentation of innovative product recognition and willingness to consume at wedding banquet hall. The subjects were aimed at those who were about to marry within a year and those who had just been married for less than a year. A convenience sampling approach was adopted, and a questionnaire was employed for the survey, from April 25 to June 20, 2010, effective sample size 205 in total. In order to verify this study’s hypothesis, factor analysis, reliability and validity analysis, cluster analysis, Pearson Chi-square test, independent-sample T-Test, one-way ANOVA, regression analysis, etc., were employed.
The experiment has the following findings: (1) Wedding banquet consumers can be divided by their lifestyles into “strict budgeting cluster”, “fashion and beauty cluster”, “conservative and modest cluster”, “foreign taste cluster”. (2) Clusters with different lifestyles also differed in product attributes preference, custom making, social influence, experimentation of innovative product recognition, and willingness to consumer at wedding banquet hall. (3) Wedding banquet consumers’ preferences towards equipment service, chef’s reputation, wedding banquet package, wedding banquet dishes, etc., had a significant positive effect on the willingness to consumer at wedding hall. (4) Custom making had a significant positive effect on the willingness to consume at wedding hall. (5) Experimentation of innovative product recognition had a positive significant effect on the willingness to consume at banquet hall. (6) Custom making has an interference effect on a positive relation between product properties preference and willingness to consume. (7) Social influence did not have any interference effect on a positive relation between product properties preference and willingness to consume.
Based on experiment results of this study, some suggestions are proposed to serve as a reference for wedding hall vendors as follows. Consumers of different lifestyles differ in their product properties preferences towards wedding halls. Thus, it is suggested that when vendors plan a wedding banquet project in the future, the consumer lifestyle factor can be included in consideration, which might more suit wedding consumers’ needs. Moreover, while incessantly pursuing changes to banquet activity, vendors must place dishes, service, environment quality, and so forth, under strict control. This is because what consumers most value is the product’s or service’s functional value in itself. Other additional service may be a plus but is not essential. Vendors should not sacrifice the substance for the shadow.
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