消费者前往无菸餐厅消费意愿与愿付价格之研究-以高雄市为例.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 The research of consumer willingness to go to and to pay for smoke-free restaurant in Kaohsiung city 蕭舜尹 Shun-Yin Hsiao 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7.75 %之金額進行消費；「關心健康」有吸菸的消費者明顯多於其他兩集群，但是在日常生活中，卻比較重視自身健康狀況，故至無菸餐廳的消費意願亦相當高，願意額為付出的金額為三集群中最高者高達10.44 %，「忽視健康」集群之消費者以20歲以下為主，對自身健康狀況較不在乎，但有意願至無菸餐廳消費，同時願意額外付出價額為最低僅6.63 %的金額進行消費。 關鍵字：健康促進生活型態、無菸餐廳、願付價格 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,