The study of relationship between internet information search and consumer decision of restaurants

• Main Authors: Zhi-Hao Zheng, 鄭智豪
• Other Authors: Li-Lin Wang
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/26767283613994597168

碩士 === 中國文化大學 === 生活應用科學研究所 === 96 === In recent years, the domestic studies about consumer behavior had been prevailing. Information search and consumer decision are also been discussed very often. Especially these years, the popularization of the Internet drives the topics of Internet information search, but food and beverage industry has never been involved. By consumer behavior modes, we can learn that collecting effective information will help consumers judge during the process of consumer decision. Besides, abundant information on the Internet offer consumers a choice of searching direction. The study would explore the relation between Internet food and beverage information search and consumer decision of restaurants to realize how Internet information search influenced consumer decision of restaurants. The instrument was questionnaire on the Internet. A total of 765 samples were sent out, and 759 were retrieved. The rate of retrieve was 99.21％. To deduct 59 ineffective ones, 700 effective ones were available to analyse.. The results of the study were as follows:There were significant differences in different personal background variables for Internet information search. Age and educational level had the most influence on Internet information search. People who were young, had high educational level, had stabile incomes or students were most significant. There were significant differences in different personal background variables for consumer decision of restaurants. There were significant differences in age, educational level, and average monthly income variables for influencing decision factors. There were significant correlation between Internet information search and consumer decision of restaurants. There were correlation between motive of Internet information search and the factors of influencing decision. Search frequency, the count of browsing websites, and the trust of information source had significant correlation. There were high positive correlation between Internet information of restaurants and the factors of influencing decision. According to above conclusions, concrete suggestions were offered for business proprietors as references: 1.Keep the Internet information of restaurants in the newest state. 2.Maintain the websites regularly. 3.Offer information and pay attention to the other person's information voluntarily, for instance, offer electronic newspapers and e-mail advertisement, etc. E-mail advertisement also can increase industry information sources on the Internet. Key words：Internet information search, consumer decision