A Study of Relationships between Restaurant Consumer Purchase Involvement and Purchase Decision

• Main Authors: Chieh-Han Li, 李劼翰
• Other Authors: Chi-Ting Chen
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/57e329

碩士 === 銘傳大學 === 觀光研究所碩士班 === 94 === The purpose of this study was to examine the difference between consumers with different involvement levels on the demographics and purchase decision process, and to examine the difference among consumers with different types of restaurant on the demographics and purchase decision process. The questionnaire of our survey was conducted to collect data. Return rates were 97% (n=387). Data were analyzed by frequency analysis, descriptive analysis, chi-square test, t-test, one-way ANOVA and factor analysis. The results of the study were summarized as follow: 1. Consumers with high and low involvement levels were significantly different on the demographics variables including age, education and monthly income. 2. Consumers with high and low involvement levels were significantly different on the purchase decision process variables including motivation, information search, alternative evaluation and part of purchase. 3. Consumers of Chinese food, Western food, Asian food and Coffee & Fast-food restaurant were significantly different on demographics variables including age, job, education, and marriage condition. 4. Consumers of Chinese food, Western food, Asian food and Coffee & Fast-food restaurant were significantly different on the purchase decision process variables including motivation, information sources, alternative evaluation and part of purchase.