| Summary: | 碩士 === 國立中央大學 === 企業管理研究所 === 99 === According to the Government statistic and the private sectors, people who live in Taiwan increase their costs of dining out year by year. With the increase of dining out arisng, more and more unique and stylish restaurants sprouted up. In order to stand out in so many restaurants, the owners of the restaurants have to care the details of their restaurants, as the menu is a good media for restaurants use to communicate with consumers and exhibits restaurants’ information, the above notations prompt this rsearch.
This rsearch adopts internet questionnaire to survey, and chooses the Multivariate Analysis of Variance as a testing tool to examine the different types of the names of the restaurant dishes, the perceieve playfulness and the consumer product attitudes. This study also uses Pearson Correlation Analysis to analyze the relationahip between the perceieve playfulness and product attitudes. To understand how the consumers’ life-style influences the perceieve playfulness, this study uses Factor Analysisand Cluster Analysis to classificate of the consumer lifestyle, followed by choosing the Multivariate Analysis of Variance as testing tools to examine the different types of the names of the restaurant dishes and consumer lifestyle.
The results of this research propose some advices for the owners of restaurants and following researchers.
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