| 摘要: | 市面上連鎖早餐店品牌繁多的早餐店不勝枚舉，一方面為了迎合現代消費者的需求，早餐市場延伸出各類產品，另一方面現代人生活習慣的改變，使得大眾在外購買早餐的機會增加。更促使許多連鎖早餐店快速的成長，掀起了早餐市場激烈的戰爭。 本研究的目的主要藉由相關文獻的探討，並以加盟連鎖早餐店為例，透過消費者問卷的填寫進行資料收集，期望能再提供連鎖早餐店業者經營上的建議。 問卷調查方式進行，問卷分為四大部分：1.個人基本資料(購買連鎖早餐店者的背景資料及購買情形)。2.購買動機(購買連鎖早餐店的動機傾向)。3.行銷策略(連鎖早餐店行銷策略運用對購買動機的影響)。4.購買意願(連鎖早餐店購買意願的傾向)。 本研究問卷以嘉義市地區消費者為調查對象，採用便利抽樣方式，抽參取在學學生、教師及社會人士等，實發問卷120份，有效回收問卷為115份，問卷回收率為95.8%。本研究結果發現茲如下述：一、經由因素分析結果顯示問卷適合性是中度的，且為高信度。二、經獨立樣本T檢定分析後發現，性別、婚姻、年齡、教育程度、職業、月收入、常點的產品、添加其他佐料、常去的連鎖早餐店、能接受產品的價位等之差別並不會影響購買動機，而每週的早餐的開銷及每週購買次數，會影響購買動機。三、經迴歸分析後發現，行銷策略對購買動機，購買動機對購買意願均有顯著的影響。
Numerous brands of chain breakfast shops are ubiquitous in the market. On the one hand, in order to meet the needs of modern consumers, the breakfast market has extended a various range of products. On the other hand, the modern life habits change, and make the opportunity to increase for the public to buy breakfast outside. These prompt many chain breakfast shops to grow fast, and make the breakfast market set off a fierce war. The purpose of this study mainly expects to provide operation suggestions to breakfast shop owners by exploring relevant literature, taking the franchising breakfast shops for example, filling in the questionnaire by consumers for data collection, and no operating elements. Questionnaire survey was conducted, and it was divided into four parts:1.Basic personal information (buyers’background information and purchase situation).2.Purchase motivation (buyers’motivation and intention).3.Marketing strategy (use of marketing strategy for chain breakfast shops to influence buyers’purchase motivation).4.Purchase intention (purchase intention to chain breakfast shops). The questionnaire was surveyed by the consumers in Chiayi city area by using convenience sampling method, pumping parameters taken at school students, teachers and the social populace and so on. The response rate is 95.8% with real 120 questionnaires and 115 valid questionnaires. The results of this study are found hereby as follows:一、The questionnaire shows moderate suitability and high reliability via factor analysis.二、It is found after the independent samples T-test analysis that gender, marital status, age, education level, occupation, monthly income, often-ordered products, addition of other condiments, frequented chain breakfast shop, and acceptable price differences of products in such as do not affect the purchase motivation. However, the cost per week for breakfast and weekly number of purchase affect the purchase motivation.三、It is found after using regression analysis that the marketing strategy to the purchase motivation, as well as the purchase motivation to the purchase intention both have significant influences. |
