| Summary: | 碩士 === 東海大學 === 食品科學系 === 95 === The purpose of this study is aiming to study the younger generation’s food consumption demand of eating out behavior from the prospect of their life style and their daily life practices. A lifestyle attitude questionnaire with 52 questions developed from five major prospects was used to evaluate the changes of attitude of younger due to the changes in social values. The five prospects are cultural changes, attitude towards work, attitude towards leisure, daily life practices, and attitude towards health of body and mind, respectively.
Seven factors was abstracted from these 52 questions by using principle components factor analysis. There are named as “The degree of emphasis on regularity of daily practice”, “the degree of emphasis on the value of service demand and taste novel food”, “The value added from eating out ”, “The degree of emphasis on information integration”, “The degree of emphasis on taste of life and emotion esthetics”, “The degree of emphasis on the needs of self esteem” respectively. Consumers are also asked to fill a half open and an open question to describe their daily life schedule as well as their ideal eating out services demand. The results show that demographic variable will affects the consumer’s attitude for “The degree of emphasis on regularity of daily practice”, “The value added from eating out”, “The degree of emphasis on information integration”, and “The emphasis on the needs of self esteem” significantly. The schedule of daily life practice is also affected by the demographic variables.
From the sample studied, the younger, which are major composed of students and white collar working class, it’s found that cross-time eating habit are forming, and consumers who are eating out are highly value “The value added from eating out”, which are mainly composed of the value of conveniences, value of saving garbage recycling, value of retrospect and the value of meeting social call. It’s also found that younger female with lower income seem to have higher value of “The degree of emphasis on the needs of self esteem”. Except for those people who has less income than 15000, most people indicate a generally high level of “The degree of emphasis on information integration”. All of the consumers highly stress their demand for services and quality improvement of food services. It’s also found, male consumers tend to emphasis their demand on outer products, like digital service products and store decoration, while the female consumers tend to emphasis on the demand on service attitude and inner products such as quality and nutrition contents of food.
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