消費者前往無菸餐廳消費意願與願付價格之研究-以高雄市為例.docVIP

消費者前往無菸餐廳消費意願與願付價格之研究－以高雄市為例 劉修祥 蕭舜尹 李明聰 高雄應用科技大學觀光與餐旅管理研究所 2003年進行因素分析。願意The research of consumer willingness to go to and to pay for smoke-free restaurant in Kaohsiung city Hsiou-Hsiang Liu Shun-Yin Hsiao Ming-Tsung Lee Tourism and Hospitality Management Graduate School, National Kaohsiung University of Applied Sciences ABSTRACT In recent years, the life style is changed, so more and more people like to eat out. Lot of consumers start pay attention to the quality of food from restaurants. They are not only want to have the healthy and delicious food but also need a un-polluted environment to enjoy their food. In view of this, a lot of countries have promoted the plan of smoke-free restaurants. In order to comply with the world trends, Taiwan start to encourage the managers of domestic restaurants express concern about smoke-free restaurants in 2003. This research mainly discusses consumer’s relations between willing to expense and the amount they would like to pay in the smoke-free restaurants. According to the consumer market, this study divides all consumers into three different consumer colonies, named for “concern with health”, “ignore the health” and “attend to nutrition”. This study adopts factors analysis to probes into the relations between the consumer background of different colonies, the behavior of eating out, the factors of health-promoting lifestyle, the factors of perception of smoking and the amount that consumers willing to pay in the smoke-free restaurants . The findings showed “attending to nutrition” pay attention to daily nutrition, and have negative impression about the perception of smoking. This colony have desire the highest to go to the smoke-free restaurants, and also willing to pay extra 7.75 %; The consumers of “concern with health” who have smoke behavior more than others, they pay more attention to their health in daily life. They are willing to go to the smoke-free restaurants, and they are willing to pay the highest price in