影响消费者等待行为因素及消费满意度之研究.doc

影響消費者等待行為因素與消費滿意度之研究 陳佩綺＊　王稚苓 東海大學食品科學系 （收件日期：98年6月2日；接受日期：98年8月12） 摘　　要 　　消費者的等待行為在分秒必爭的工商業社會中，是一個很值得探討的特殊現象。本研究探討消費者是因何種因素的驅使下，產生等待行為；消費者本身的等待行為與店家所提供的等待服務品質是否會影響到消費者最終的消費滿意度？將是本研究所欲探討之處。本研究以台中市鼎王麻辣鍋、赤鬼炙燒牛排與東海雞腳凍之等待消費的消費者為研究對象，利用人員親訪的問卷訪談，共回收236份有效樣本，並運用系統迴歸分析，驗證本研究建立的假設，最後，依據研究結果作出實務上的建議。 關鍵詞：等待行為、服務品質、系統迴歸方程式 A Study on the Influencing Factors of Consumer’s Waiting Behavior and Customer Satisfaction Pei-Chi Chen* and Chih-Ling Wang Department of Food Science,Tunghai University, Taichung Taiwan, R.O.C. （Date Received: June. 2, 2009; Date Accepted: Aug. 12, 2009） Abstract It is a special phenomenon which is worth of further investigation of consumer’s waiting behavior in such a ‘seizing every second and minute’ society . The purpose of this study is to investigate and indentify the factors that affecting consumer’s waiting behavior ; and the factors that might promote consumer’s customer satisfaction . A questionnaire is developed and consumers who waiting for “ Tripod King Spicy hot pot” (High Price) , “ Red Ghost steak shop” (Median Price) and “Tunghai Frozen Chicken feet” (Low Price) are interviewed , 236 samples from three shops were investigated . A System Regression Analysis is utilized to analyze the data and test the studied Hypotheses . And finally , Suggestions are made from the conclusions drawn from this study . It is found that higher the inner motivation is, the higher the willingness and behavior for waiting. Key words: Consumer’s waiting behavior, Customer’s satisfaction, Service quality, System Regression Analysis