Using Means-End Chain to Exploration the Experiential Value of Lounge Bar

• Main Authors: Yen-Ling Wang, 王晏翎
• Other Authors: Te-Yi Chang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/97357685854969018130

碩士 === 國立高雄餐旅大學 === 旅遊管理研究所 === 101 === With the increasing of public living standard, the sensibility of consumers to the price of goods has gradually changed. Except for the price, the consumers also care about that they get after experiencing afterwards, such as benefits, fulfillment, entertainments, consumption standard and so on. Besides, due to urbanization and the changes in Experience model, Lounge Bar have been one of the prosperous businesses recently. The purpose of this research is to understand consumer characteristics, shopping intention and development of restaurant industries. Via Means-End Chain to analyzing consumer intention and discover the attributes, consequence and values of Lounge Bar. Than using laddering deep interview understanding Lounge Bar value of consumer. First of all, this study will review the literatures of overseas and domestic experiential value with theme restaurants, followed by data collection via interview with customers of Lounge Bar, and classify these experiential values in accordance with interview results. About the study method, Means-End Chain method is used to discuss the experiential values of Lounge Bar to obtain more consumer attributes, the benefits that customer expected and the ultimate consumer value, Means-End Chain is the only way to learn the chain relationship of consumer factors. About the Lounge Bar, it comprises decor, equipment, alcohol and so on. Its experience feeling outcome includes leisure, warm and cordial, comfort, novelty and so on. Its experience value outcome includes social activities, security, belonging, open-minded, and so on. Arranging any kind of the bar’s interviewee’s information, the experience of lounge bar makes the direct effect to all of the interviewees in the social activities and the open-minded. The study also discovers that the band’s bar’s interviewees focus the happiness with the music and the space. The pure bar’s interviewees focus the value of service and the comfort of environment. The integrated bar’s interviewees focus the interactive with friends. The study adjusts the factor of any kind of bar’s experience attracting different consumers.