| Summary: | 碩士 === 中國文化大學 === 生活應用科學系 === 104 === The purpose of the study was to explore the consumer’s lifestyles, consumer value and behavioral intentions to the impact of All-you-can-eat restaurant. Subjects of 450 consumers were evaluated by the instruments, including food-related lifestyle instrument, hedonic and utilitarian value scale, and behavioral intentions scale. The data were analyzed by descriptive statistics analysis, Chi-square Test, factor analysis, Cluster analysis, Discriminate analysis, One-way ANOVA, Pearson correlation analysis, and Regression analysis.
The results indicated that customers's food related lifestyle was divided into three segments after cluster analyses. They were “Unconcerned group”, “Social group” and “Conscious group.” There were significant differences between different segments of food-related lifestyle. Factor analysis was used to extract two consumer value evaluation factors: “hedonic value” and “utilitarian value.” When analyzing the relationships between food-related lifestyle, hedonic and utilitarian value, and behavioral intentions in the regression techniques, and utilitarian value were the best predictive factors to behavioral intentions. The second predictive factors were hedonic value. Hedonic and utilitarian value will cause mediating effect on the “attitudes to advertising” to behavioral intentions.
Key word: all-you-can-eat restaurant, consumer's lifestyle, hedonic and utilitarian value, behavioral intentions
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