| Summary: | 碩士 === 中華大學 === 企業管理學系 === 104 === The main purpose of this study was to explore the impact of consumer related lifestyle, consumer motivation on foreign cuisine constomer behavior. In October 2015 to March 2016 during the questionnaire, a total of 300 questionnaires distributed, 253 valid samples. The questionnaire contains food related lifestyle, consumer motivation, consumer behavior, personal background information. After the questionnaires were collected, this study used descriptive statistics, chi-square test, T test and analysis of variance to analyze. The result shows that Taiwan's consumption are mostly on to foreign cuisines such as Japanese, American and Korean. A personal meal personal eating generally between 200 to 600 yuan, during the holidays. It is estimated 2 to 3 times a week dining out and an average of two weeks to a month at number 1 main restaurant. In addition, consumers with food lifestyle "advocating health", "facilitate orientation" dominated; diet mainly consumer motivation to "relieve stress", "self-expression", "taste characteristics" and "social promotion". Furthermore, the different attributes of consumer lifestyles and consumer motivations have more significant differences; different lifestyles and consumption of consumer motivation consumer behavior resembles have significant differences.
In this study, food related lifestyle was divided into four clusters as follows: "health and safety management diet", "Facilitate a balanced diet", "advocating health", "diet high security management". Furthermore, food related lifestyle and consumer motivations have significant differences among different types of customers. Consumer motivations and consumer behavior have significant differences among different lifestype clusters. Finally, according to the findings of this study and the recommendations issued by the management, we expect it as foreign cuisine operator marketing management reference.
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