飲食における消費の動機付けと関係品質に関する考察 : 台湾の高雄市の飲食店を例として

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  • An empirical study of the correiation between motivation to dine out and relationship quality tor restaurant customers in Kaohsiung Taiwan
  • インショク ニ オケル ショウヒ ノ ドウキ ズケ ト カンケイ ヒンシツ ニ カンスル コウサツ : タイワン ノ コウユウシ ノ インショクテン オ レイ ト シテ

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According to recent statistics, the aggregate household expenditure on dining out in Taiwan has risen from NTD 200 billion to 400 billion during a twelve-year span from 1996 to 2008, and it continues to grow. A total of 1.7 million people dine out for every meal, and 3.3 million people dine out every day. The large market of household dining-out demand presents the restaurant industry with many opportunities to generate alternative revenue streams that will heavily depend on the restaurants' understanding of their customers' motivations and preferences, which would enable them to create new services and menus. However, until now, there have been few studies in Taiwan that have focused on “gourmet behavior”, as the relevant theoretical frameworks remain undeveloped. More research is required on consumption motivation and relationship quality relating to gourmets. This study investigates the correlation between the motivation to dine out among Kaohsiung gourmets and the quality of the relationship between the consumer and service seller. Using convenience sampling, questionnaires were distributed to 450 participants who dined out in restaurants recommended by the Kaohsiung City government between June and July 2011. A total of 303 valid responses were returned. The study employs descriptive statistics, factor analysis, Pearson correlation analysis, and linear regression analysis. The results indicate that gourmet motivation has a significant correlation to and a significant impact on relationship quality.

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