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Title: | 其他客人在場出現對顧客用餐體驗的影響-以自助餐廳為例 The Influence of Others’ Mere Presence on Customer Experience: The Case of Buffet Restaurants |
Authors: | Ju-Yu Peng 彭茹毓 |
Advisor: | 黃恆獎(Heng-Chiang Huang) |
Keyword: | 消費者行為,社會促進理論,顧客用餐體驗,社會影響,單純在場, Consumer behavior,Social facilitation theory,Customer dining experience,Social influence,Mere presence, |
Publication Year : | 2019 |
Degree: | 碩士 |
Abstract: | 社會影響在消費者行為領域裡是非常熱烈討論的議題,在典型的消費場景裡,與銷售人員或服務人員互動可能影響顧客的消費體驗甚至行為。不過,即使是沒有互動的其他客人也可能影響顧客的行為和決策。在社會心理學裡,單純在場的他人對於個體的影響可以透過社會促進理論(Social Facilitation Theory, SFT)解釋,不過,應用於行銷領域的相關文獻並不多,僅少數學者針對沒有互動、單純在場的他人可能對消費者行為造成的影響進一步探討,研究範圍又多以零售購物場域為主,然而,像餐廳這種類型的服務場域,除了服務人員,其他客人極有可能影響顧客行為甚至是用餐體驗,進而影響後續行為包括再光臨意願。因此,本研究希望可以將社會促進理論運用於餐廳場域裡,選定較多機會受其他客人影響的自助餐廳,透過半結構式的深度訪談,探討沒有互動、單純在場的其他客人是否會且如何影響顧客的行為、情緒和用餐體驗。考量用餐場域裡單純在場的其他客人對顧客的影響,可能與顧客本身的行為、特質等其他因素有關,因此於第二章文獻回顧的部分加入社會學習與模仿行為、社會影響與個人特質相關研究的討論。研究結果發現,無論用餐或是在餐廳內走動時,顧客會根據過去經驗和刻板印象,認為高度異質性的其他客人可能引起負面情緒、損害用餐體驗,因此本能地提高對這些潛在威脅的注意;而夾取餐點時,顧客有自動觀察、模仿同質性其他客人的傾向,人格特質或受他人影響程度會影響模仿行為的可能性。本研究呼應過去的相關理論模型且加以整合與擴充,提出符合自助餐廳場域其他客人對顧客體驗影響的概念模型,並為餐廳業者提供行銷意涵和建議,最後說明本研究的研究限制和未來研究方向。 Social influence is a popular topic in the field of consumer behavior. In a typical consumption scenario, interaction with sales or service personnel may affect the customer's experience and consumption behavior. However, the mere presence of other customers may influence consumer behavior and decision-making as well. In social psychology, the influence of the mere presence of others can be explained by Social Facilitation Theory. Although empirical research have found that Social Facilitation Theory can be applied to various occasions, there are few marketing-related literatures. However, in the servicescapes like restaurants, besides the service personnel, the mere presence of others are very likely to influence customers’ dining behavior and even the customer experience, which affects the repurchase intentions. As a result, we aim to explore the possible influence of mere presence of others on the customer's behavior, affect and dining experience in the buffet restaurants. We also consider social learning, imitation, and personality traits may moderate the influence of social influence. Through the in-depth interviews, we find that according to customers’ own experience and stereotypes, they instinctively increase the attention to the mere presence of the heterogeneous others and have the automatic tendency to imitate the homogeneous others while picking meals. According to those findings, we expand the previous research and propose a conceptual model of the influence of mere presence of others on customer experience in the buffet restaurants. Finally, related marketing implications and suggestions for the buffet restaurants are provided and the limitations and further directions of this research are discussed. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/74231 |
DOI: | 10.6342/NTU201903170 |
Fulltext Rights: | 有償授權 |
Appears in Collections: | 國際企業學系 |
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