A Study on Consumers' Perceptual Quality and Purchase Intention of Recipes: A Case Study of Tainan Local Snack Recipes

• Main Authors: XIE, DU-SONG, 謝篤松
• Other Authors: CHENG, TZONG-SHING
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/3cz2gh

碩士 === 康寧大學 === 餐飲管理研究所 === 106 === In this study, consumers of Tainan local snack recipes questionnaire were selected as subjects for questionnaire. The consumers analyzed the process of perceived quality and purchase intention of Tainan local snack recipes. The results can be used as Tainan local snack traders, publishers and related Industry when developing marketing strategy reference. Questionnaires, respectively, in the lively local snack vendors, night markets, bookstores and other places, issued a total of 200 questionnaires, a total of 185 total recovery, 150 valid questionnaires, effective questionnaire recovery rate of 81%, in the analysis method, the number of Distribution, percentage, mean, t test, one-way ANOVA, Scheffe, Pearson's performance-related analysis, and statistical analysis of regression analysis. Analyze the difference and correlation between the consumer's demographic variables and the perceptual quality of Tainan local snack recipes and the variables of purchasing intention. Consumers' correctness of the perception of Tainan local snack recipes and the purchase intention of each item and the average The distribution of values, and the extent to which consumers influence each other's perceived quality and willingness to buy. The research results and suggestions are summarized as follows: 1.Sample structure analysis: The Tainan local snack recipes interviewed were conducted on the basis of "female", "spouse (single, widowed, divorced)", "aged 31-40", "college", "service" , The monthly income of "20,001-30,000 yuan", the purchase amount of "250 yuan less", the number of purchases to "2 to 3 times", the purchase intention to "very high" mainly; consumer perception of Tainan local snack recipes quality A total of 10 questions, the average of each question is the "beauty of food" the highest consumer wishes for the Tainan local snack recipes a total of 5 questions, the average of each question is the "wish to taste,"the highest Keywords:Tainan snacks,Perceived quality,Purchase intention,Local snacks. 2. Results of t test analysis and gender differences in consumer demographics showed partial differences in perceived quality of local snack recipes in Tainan. Different marriages of consumer demographic variables also had some differences in perceived quality of local snack recipes in Tainan, In the one-way ANOVA, there were differences in perceived quality of Tainan local snack recipes in different demographic variables of different ages, occupations, individual monthly receipts, purchase times and different purchase intention There is no difference in perceived quality of Tainan local snack recipes with different levels of education and purchase value. 3. Consumers' perception of quality of Tainan local snack recipes is related to purchase intention 4.By compulsive multivariate regression analysis, consumers perceived that the perceived quality of Tainan local snack recipes had an impact on purchase intention.