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主题餐厅消费意愿及其影响因素研究——基于重庆市572位顾客的调查数据
引用本文:李雪松,唐德荣,岳鹄.主题餐厅消费意愿及其影响因素研究——基于重庆市572位顾客的调查数据[J].技术经济与管理研究,2010(6):71-74.
作者姓名:李雪松  唐德荣  岳鹄
作者单位:[1]重庆电子工程职业学院,重庆401331 [2]四川农业大学经济管理学院,四川雅安625014 [3]重庆大学经济与工商管理学院,重庆400030
摘    要:主题餐厅的活力和利润来源于忠诚的顾客,而影响忠诚顾客的关键因素在于消费意愿。该文从体验消费视角,在清楚界定主题餐厅概念的基础上。选取顾客是否愿意到主题餐厅消费的意愿作为被解释变量,主题餐厅消费主题、消费产品、消费感知物有所值和顾客生活形态特征作为解释变量,构建kgistic二元选择模型,依据对重庆市572位顾客的调查,对其到主题餐厅消费的意愿及影响因素进行分析。研究表明:顾客对主题特色、菜品特色的好奇心,对菜品质量、菜单设计、服务水平、消费成本的合理预期的认可,家庭收入与顾客到主题餐厅消费的意愿选择正相关。顾客对主题餐厅消费信息的了解程度、消费经验与到主题餐厅消费的意愿负相关。菜品品种、接待能力、年龄及受教育程度与是否愿意到主题餐厅消费意愿无显著相关。

关 键 词:主题餐厅  体验消费  消费意愿  kgistic模型  餐厅消费

Investigation on Consumption Intention of Theme Restaurants and It's Influencing Factors Empirically Evidences ---Based on the Surey Data coming from 572 Consumers in Chongqing City
LI Xue-song,TANG De-rong,YUE Hu.Investigation on Consumption Intention of Theme Restaurants and It's Influencing Factors Empirically Evidences ---Based on the Surey Data coming from 572 Consumers in Chongqing City[J].Technoeconomics & Management Research,2010(6):71-74.
Authors:LI Xue-song  TANG De-rong  YUE Hu
Institution:1. Chongqing College of Electronic Engineering, Chongqing 401331, China; 2. College of Economics and Management, Sichuan Agricultural University, Yaan Sichuan 625014, China; 3. School of Economy and Business Administration, Chongqing University, Chongqing 400030, China)
Abstract:The vitality and profit of theme restaurants come from the loyalty of consumer, and the key factor affectting loyal customer lies in Consumption intention. This article based on the clear concept of theme restaurants from the prospective of experience consumption, selecting the intention of whether the customers are willing to select the theme restaurants as explained variables,and the theme, consumption products, good value for money of consumption perception and Customer life morphological characteristics as explanatory variables, to construct Logistic Binary choice model. By virtue of surey data coming from 572 consumers in Chongqing city, this paper attempts to analysis Consumption intention and it's influencing factors of theme restaurants. The results show that consumption intention of theme restaurants have positive correlation significantly with curiosity of the characteristic of food and theme, food quality, menu design, service level, the recognition rational anticipated of consumption cost and family income. Consumption intention of theme restaurants have negative correlation with consumer experience and how much the consumer know the information about the consumption. Consumption intention of theme restaurants have no correlation with food rarity, reception capacity,age and education level.
Keywords:Theme restaurants  Experience consumption  Consumption intention  Logistic model  Restaurant consumption
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