| Summary: | 碩士 === 國立高雄餐旅大學 === 餐旅管理研究所 === 101 === This study aimed to understand that different types of consumers’ dining behavior during the Christmas season. The sample of this study were college students from the north, center, and south regions of Taiwan. A total of 450 questionnaires were distributed, and 407 were valid, giving a valid response rate of 90%. The results indiciated that dining-out motivations and perceived value can be divided into three segments:“Conscious group”,“Social group” and “Unwilling group”. There were significant differences in dining behavior among these three segments. Respondents of “Conscious group” showed the hightest desire to go to restaurants celebrating Christmas. In “Social group”, female were more than male, indicating that social contact is the primary reason for female to dine in restaurants during the Christmas season. In addition, male spent more than female on Christmas meals, and monthly dispensable income had a significant impact on dining behavior during the Christmas season.
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