A Study of University Student Consumer Behavior of Eating-out: A Case Study of Students of Lunghwa University of Science and Technology

• Main Authors: Ching-tien Pu, 浦擎天
• Other Authors: Kai Chen
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/83884332991658647093

碩士 === 龍華科技大學 === 商學與管理研究所 === 99 === In recent years the growth of a population of eating-out and the construction of eating-out result in a fast increase and keen competition of dining industries along with the growth of economy, increase of national income, the change of family structure and dining-out industries in Taiwan. As student consciousness in eating rises and their needs in eating become more demanding, the business operators have been beating their brains to attract consumers. Business operators may better win the hearts of student consumers if they are willing to explore, observe, and understand what restaurants would be their best choices and treasure these attribute factors as their goal for success. Under such a highly competitive environment, knowing how university students consume and gaining competitive advantages to comply with consumer value would no doubt become a vital issue to business operators. The participants of this study were students of Lunghwa University of Science and Technology who were asked to explore if factors of environmental variance, store image, eating-out choice consideration etc affected consumer behaviors in choosing their food when eating out. A questionnaire was designed to collect data for statistics and analysis and Office Excel 2007 and SPSS were engaged as tools. Descriptive statistics was applied to analyze in accordance with differences of data and purposes. The result revealed that, for Lunghwa students, there existed positive relevance among store image, eating-out choice factor, and consumer behavior. Consequently, higher quality satisfaction would be compatible with more willingness to choose eating out, and eating-out consumption was directly related to satisfaction of store image. This positive result would provide business operators with rather significant reference. It would also give future researchers a guide for further verification