Relationship between Operating Characteristics of Innovative Catering Industry and Consumption Willingness-Taking Self-service Restaurant as an Example

• Main Authors: JI, ZHEN-YI, 紀甄怡
• Other Authors: WU, SHWU-ING
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/298956

碩士 === 國立勤益科技大學 === 企業管理系 === 107 === 　　In recent years, the catering industry is developing day by day, and with changes in external environment and technology as well as diversified demands of customers, the innovation of dishes and services is necessary to attract customers. Therefore, based on literature analysis and empirical research, this study discussed the relationship among customers’ experience connotation to self-service restaurants, service characteristics of self-service restaurants, customers’ technology involvement, attractions of self-service restaurants, customers’ perceived values and customers’ consumption willingness, and compared the difference on the relationship mode between the groups who are and are not willing to spend money at self-service restaurants. 　　In this study, the consumers who were 15 or above in Taiwan and had eating-out experience were taken as the main respondents and the questionnaires were sent by staff to carry out the convenient sampling survey, and totally, 738 valid questionnaires were collected. The results showed that:(1) The experience of self-service restaurants has a significantly positive impact on the attractive attributes of self-service restaurants and the consumer perceived value. (2) The service characteristics of the self-service restaurants have no significant impact on the attractive attributes of the self-service restaurant and the consumer perceived value. (3) The consumer technology involvement may have significantly positive impact on the attractive attributes of the self-service restaurants. (4) The consumer technology involvement has no significant impact on the consumer perceived value. (5) The attractive attributes of self-service restaurants may have significantly positive impact on the consumer perceived value. (6) The attractive attributes of self-service restaurants may have significant positive impact on consumption willingness. (7) The consumer perceived value for self-service restaurants may have significantly positive impact on the consumption willingness.