| Summary: | 碩士 === 國立屏東科技大學 === 農企業管理系所 === 100 === As the change in lifestyles and eating attitudes, the concept of vegetarianism attracts more attention and vegetarian restaurant consumers increase. This research intends to investigate the influences of demographic background and lifestyle on consumer decision of vegetarian restaurant in Taipei and Kaohsiung areas. A 387-sampled questionnaire survey of vegetarian restaurant consumers in Taipei and Kaohsiung was implemented. The descriptive statistical reliability analysis, factor analysis, cluster analysis, one-way ANOVA analysis, independent sample t test, and chi-square test were adopted.
As the results, the vegetarian restaurant consumers were divided into three groups by lifestyle: "western style", "fashion", and "belief”. Different clusters of consumers are partly significantly different in buying motivations, information sources, and evaluation criteria. demographic background variables are partly significantly different in buying motivations, information sources, evaluation criteria, and buying situations.
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