美食體驗與消費者行為意圖之分析研究－以實體餐飲與部落格為例

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Title:	美食體驗與消費者行為意圖之分析研究－以實體餐飲與部落格為例
Other Titles:	An Analysis of Experience and Consumer Behavior Intention--An Example of Chinese Restaurant and Beverage Blog's
Authors:	陳泱霖 Chen, Yang-lin
Contributors:	企業管理系管理科學碩博士班范惟翔
Keywords:	行為意圖;滿意度;體驗;部落格;美食部落格 Satisfaction;Blog;Food Blog;Behavior Intention;Experience
Date:	2012
Issue Date:	2015-01-06 15:58:26 (UTC+8)
Abstract:	隨著網路技術發展與進步，人與人之間的溝通與資訊蒐集不再拘限於傳統媒體的限制並產生網路社群之平台。近年來美食為人們生活上關注的議題，根據創市際部落格使用意見調查報告顯示，美食資訊與旅遊資訊為網友想在部落格上知道的資訊，並且透過品嘗美食與過程分享，以部落格平台加以記錄，成為透過部落格分享消費經驗與蒐集美食相關資訊。　　　部落格之使用者最常使用部落格功能依序為：瀏覽、發表、回應。本研究以近期使用過美食部落格的使用者為研究對象，目的在於了解目前美食部落格之網站特性對體驗與滿意度，是否產生行為意圖影響與未來行銷型態和契機作為餐飲業參考。　　　本研究透過網路問卷的方式進行施測，總計回收250份，有效回收211份，有效回收率為84%並進行統計分析，結果發現美食部落格之網站特性對使用者體驗、滿意度有正向影響；體驗顯著正向直接影響使用者滿意度，並負向直接影響使用者的行為意圖，但透過中介因子滿意度正向間接影響行為意圖後，整體效果上仍會顯著正向影響。　　The food is the priority in everyday life of people. Due to the advanced technology and media, there is no more restriction of the flow communication and information. Recently, people pay much attention, and discussing in gourmets. According to the survey of InsightXplorer, it shown that the gourmet and traveling information is the most interested for those who surfing on the Internet. Some people sharing the experience and reflection of gourmet on blogs.　　　It becomes a popular way for people to interact with others who is interested. The most exercised function for those blog users is Browsing, Posting and Replying. The research here is sampling from those who are using gourmet blog recently, and try to realize that if there is influence to behavior intention and marketing patterns and opportunity by different features of variety of gourmet blogs.　　　Through online and written questionnaires, 211 is valid from retrieved 250, 84% is valid for the statistic analysis. The result showed that the features of variety gourmet blogs are positive to the user experience and satisfaction; the experience is positive to the user satisfaction, and negative to the behavior intention, but if we take mediator of consideration, it still came out the positive result.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(Master and Doctoral Program in Management Sciences)

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