| 摘要: | 本研究將運用消費者行為理論、消費者涉入理論、及消費者行為與行銷策略分析消費者飲食行為，針對關子嶺溫泉區內特有的飲食行為，進行訪查、瞭解關子嶺溫泉區是否有溫泉區中的有特色溫泉養生料理、來加予推廣行銷。
本研究採用問卷調查法，經參考相關文獻後，建立分析流程並設計正式問卷。研究對象為關子嶺觀光客，採用變力抽樣方式抽取研究對象，本研究結果如下：
一、影響關子嶺溫泉區之消費者消費動機最優先的是「親朋好友慫恿與推薦」，而「追求流行時髦」則是最不受重視的項目；關子嶺溫泉區之消費者訊息來源中「過去的消費購買經驗」是最受消費者考慮的項目，而最不考量「報章雜誌」的項目；關子嶺溫泉區之中消費者產品屬性中，「商品食用後味道的鮮美度」是最優先考量項目，「商品套餐價格優惠」重要程度最低。
二、關子嶺溫泉區之消費者在不同背景變項中，「美食料理預計花費」及「旅行實質花費」會因消費者涉入程度之不同而有差異。
三、關子嶺溫泉區之消費者在不同背景變項中，「教育程度」及「美食料理預計花費」會因消費者再次消費程度之不同而有差異。
四、關子嶺溫泉區之消費者消費動機、訊息來源、產品屬性與消費者涉入程度與再次消費程度呈現低相關；而消費者涉入程度與再次消費程度呈正相關（相關0.66），且達顯著。
This research using the consumer behavior theory, the consumer will ford is reasonable discusses, and the consumer behavior and the marketing strategy analyzes the consumer eating behavior, in view of Kuantzuling hot spring area in unique eating behavior, will carry on inquires, understood whether the Kuantzuling hot spring area will have in the hot spring area to have the characteristic hot spring keeping in good health to attend to, confers the promoted marketing.
This research uses the questionnaire survey procedure, after the reference related literature, establishes the analysis flow and designs the official questionnaire.The object of study is the guanziling tourist, uses changes the strength sampling way extraction object of study, this findings are as follows:
1.Affects consumer of the guanziling hot spring area to expend the motive most first is “the relatives and friends instigates with the recommendation”, but “the pursue popular fashionable” is not the project which takes; Consumer of news origin in the guanziling hot spring area “the past expense purchase experience” most receives the project which the consumer considered, but most did not consider “the newspapers and magazines” project; In the guanziling hot spring area in the consumer product attribute, after “commodity edible flavor tastiness” is most first considers the project, “the commodity set of meal price preferential benefit” the important degree is lowest.
2.Consumer of the guanziling hot spring area in different background variable, because “the good food attends to the estimate expenditure” and “the travel essence expenditure” can the consumer ford into the degree differently to have the difference.
3.Consumer of the guanziling hot spring area in different background variable, because “the education level” and “the good food attends to the estimate expenditure” to be able the consumer to expend the degree differently to have the difference once more.
4.Consumer of the guanziling hot spring area expends the motive, the news originates, the product attribute and the consumer fords into the degree with to expend the degree to present the low correlation once more; But the consumer fords into the degree with to expend the degree present correlation (to be connected once more 0.66), also reaches obviously. |
