Perceived Value of Food Quality in Chinese Fast Food Restaurants: Perspectives of Healthiness, Taste, and the Environment

• Main Authors: Li Cheng-Xuan, 李承軒
• Other Authors: Louh Hsiang-Fei
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/46936337516081822790

碩士 === 輔仁大學 === 餐旅管理學系碩士在職專班 === 102 === In recent years, as a result of market internationalization and liberalization, international fast food restaurant brands chains have arrived in Taiwan, bringing about a degree of standardization in the Chinese catering industry, as well as more research and development of products. This has also ingrained the philosophy that food quality is the most important factor for consumers when selecting food and can positively affect customer satisfaction and repurchase intentions. Hence, enhancing customer perceived value of food quality should be an important determinant of the success of the Chinese fast food industry. This study aims to explore the participants’ perceptions of the value of food quality with a 2 x 2 x 2 three factor design on the perspectives of healthiness, taste and environmental effect, as well as further verifying the influence of the perceived value of food quality on purchase intentions, along with the possible variations in effect of different demographic characteristics on the perceived value of food quality and behavior intentions. Purposive sampling was used and respondents with different demographic characteristics were recruited. A total of 300 valid samples were collected. To verify the hypothesis of this study, results were analyzed using descriptive statistics, ANOVA and regression analysis. Results showed that customer perceived value of food quality varies according to a combination of healthiness, taste and environmental orientation. The main factor in measuring customer perceived value of food quality is healthiness, followed by taste and environmental orientation. In addition, customer perceived value of food quality in Chinese fast food restaurant will positively affect their purchase intentions. However, customers with different demographic variables (gender, age and income) do not show significant difference in their perceptions of the value of food quality. The findings hope to provide a reference for the Chinese fast food industry in designing menus and enhancing the competitiveness of food products, and thereby establish strategies for market segmentation.