| 摘要: | 本研究旨在藉由探討臺灣東南亞籍新住民飲食生活型態與消費行為之關係，以提供餐飲業者擬定經營策略之參考依據。本研究採問卷調查法，以便利取樣方式針對在臺灣的新住民族群發放520份問卷，剔除無效問卷80份，共搜集有效問卷440份。所使用的研究工具包括「個人基本資料問卷」、「飲食生活型態問卷」、「消費動機問卷」、「顧客滿意度問卷」及「顧客忠誠度問卷」五部份。施測所得資料以SPSS22.0 for Windows進行資料處理，使用描述性統計、獨立樣本t檢定、單因子變異數分析、雪費事後比較法、集群分析及卡方檢定法等進行統計分析。透過集群分析法，本研究以飲食生活型態做為分群變數，將新住民族群分為『盲目導向』、『飽食導向』、『食安導向』與『優質導向』四個集群。
本研究結果如下：
壹、不同屬性新住民之飲食生活型態之消費行為具有顯著差異性。
八種不同屬性：國籍、年齡、教育程度、婚姻狀況、來臺時間、有無子女狀況、個人收入及外食頻率之飲食生活型態之消費行為都具有顯著差異性。
貳、不同飲食生活型態之新住民族群之消費行為具有顯著差異性。
一、消費動機：在「感受新奇」、「表現自我」及「增進社交」方面，『優質導向』族群皆高於『飽足導向』族群；在「舒解壓力」方面，『優質導向』族群高於其它三個族群（『飲食導向』、『飽足導向』、『食安導向』）；在「品嘗特色」方面，『食安導向』與『優質導向』族群高於『盲目導向』與『飽足導向』族群。
二、顧客滿意度：『優質導向』族群高於『飽足導向』族群。
三、顧客忠誠度：『優質導向』族群高於『飽足導向』與『食安導向』族群。
參、不同飲食生活型態之新住民族群之基本屬性大部份具有顯著差異性。
不同飲食生活型態之新住民族群之基本屬性中，有六種不同屬性：國籍、教育程度、婚姻狀況、來臺時間、個人收入及外食頻率具有顯著差異性。
最後，根據上述研究結果，本研究針對餐飲相關業者及未來研究者提出建議。
The purpose of this study is to explore the relationship between dietary lifestyle and consumer behavior of Southeast Asian Newcomers in Taiwan for providing a reference on the food and drink traders. By using "convenience sampling", 520 questionnaires focusing on the races of Southeast Asian Newcomers in Taiwan were distributed. Excluding 80 invalid questionnaires, 440 valid questionnaires were obtained. The research tools included 5 questionnaires concerning the following: "personal background", "dietary lifestyle", "consumer motivation", "customer satisfaction", and "customer loyalty". To acquire data, the researcher performed descriptive statistics with SPSS 22.0 for Windows and included Independent sample t-test, One-way ANOVA analysis, Scheffes method, Cluster analysis and Chi test. Through the Cluster analysis, the researcher used dietary lifestyle as a clustering variable and divided the cluster into four groups : "diet-blind-guiding", "diet-satisfaction-guiding","diet-safety-guiding",and "diet-quality-guiding".
The findings of this study are as follows :
1. Different background factors about dietary lifestyle in customer behavior showed significant differences.
All of the eight different background factors : nationality, age, education, marital status, living period in Taiwan , with or without children, personal income, and frequency of eating out show significant differences in the dietary lifestyle of consumer behavior.
2. Different groups of Newcomers dietary lifestyle in customer behavior show significant differences.
(1) consumers motivation
In the aspects of "novelty-feeling", "self-expressing", and "sociality-enhancing", the "diet-quality-guiding" group is higher than the "diet- satisfaction-guiding" one. In the aspect of "stress-releasing", the "diet-satisfaction-guiding" group is higher than the other three ones ("diet-blind-guiding", "diet-satisfaction-guiding", and "diet-safety-guiding "). In the aspect of "taste of speciality", the "diet-safety-guiding" and "diet-quality-guiding" groups are higher than the "diet-blind-guiding”, and "diet-satisfaction-guiding" ones.
(2) customers satisfaction
The "diet-quality-guiding" group is higher than the "diet-satisfaction-guiding" one.
(3) customers loyalty
The "diet-quality-guiding" group is higher than the "diet-satisfaction-guiding" and "diet-safety-guiding" ones.
3. Most of the different backgrounds of the groups of Newcomers dietary lifestyle show significant differences.
Six different background factors of the groups : nationality, education, marital status, living period in Taiwan , personal income, and frequency of eating out show significant differences in the dietary lifestyle of the consumer behavior.
At the end and according to the above conclusions, the researcher proposes suggestions for food and drink traders and future researchers. |
