How Emotion and Interpersonal Influence Affect Consumers'' Restaurant Consumption

• Main Authors: Yi-Yu Hsieh, 謝宜育
• Other Authors: Jing-Fuh Yang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/14053356151170192045

碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 98 === This study is to examine whether or not pre-purchase emotion and interpersonal influence would affect customers’ evaluation for restaurants with middle to high level of price. Previous studies regarding the evaluation of products or services are likely to focus on external cues such as brand, store name, price, etc., especially for the evaluation of perceived sacrifice. This study is to find out whether or not other factors such as interpersonal influence would reduce consumers’ perceived sacrifice, as well as to understand how interpersonal influence and consumers’ emotion affect their evaluation of restaurants’ products and services. A snowball sampling is utilized in this study and 414 valid survey questionnaires are received. Structure equation modeling techniques are employed to test hypotheses and major findings are as the followings: 1. Negative emotion factors have no significant impact on customers’ perceived value and positive emotion factors affect positively on perceived value but the effect is not statistically significant. 2. Interpersonal influence affects perceived sacrifice negatively; however, it affects perceived value positively. 3. The positive relationship from value to satisfaction to post-purchase behavior is also confirmed once again. Results of this study indicate that restaurant vendors have to not only provide good products and services but also control or affect external consumers’ factors. Hence, customers’ negative view of restaurant spending is likely to be decreased and their perceived value and satisfaction are likely to be increased. Accordingly, restaurants would earn more profits and enhance their sustainability.