| Summary: | 碩士 === 世新大學 === 觀光學研究所(含碩專班) === 94 === The common cocktail lists should have the liquor name, the capacity, the price, the picture, and even some literal descriptions. The wine lists of the most local bars show all the information required such as without the capacity, without the price, and even with the name only but nothing else. The missing parts of the most wine lists cannot provide the customers with clear information and further affect their consumption intention. Few researches had been conducted concerning whether the contents of the cocktail lists or naming ways will affect the consumer behavior and the market mechanism. Therefore, this research tries to investigate the effects of cocktail list design on affinity and purchase intention to the consumer.
This research adopts a 2×2×2 synthesized “between subject experimental design” and “within subject experimental design” approach with the implicatures of wine names to consumers (clear/vague), cocktail naming ways (flavor/color, positive/negative emotion), and the display of wine lists (with/without picture) as independent variables, while whether the consumers change their purchase intentions under the scenarios encountered as dependant variables.
The results showed that cocktails clear ones show higher purchase intention than those of vague ones regardless of naming by flavors or colors. Moreover, cocktails with clear and positive emotion names have the highest degree of preference and purchase intention. However, those wine lists with or without pictures do not necessarily affect consumers’ affinity and purchase intention.It is proposed that enclosing pictures on the cocktail lists naming by flavors or colors will enhance visual attraction and without enclosing pictures on the cocktail lists naming by emotions will help leave consumers some room for imagination.
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