农家餐馆消费动机及其影响因素研究 : 以上海地区市民调查为例

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农家餐馆消费动机及其影响因素研究 : 以上海地区市民调查为例

 

Author: 林苏钦
Lin, Suqin
Title: 农家餐馆消费动机及其影响因素研究 : 以上海地区市民调查为例
Nong jia can guan xiao fei dong ji ji qi ying xiang yin su yan jiu : yi Shanghai di qu shi min diao cha wei li
Degree: M.Sc.
Year: 2011
Subject: Hong Kong Polytechnic University -- Dissertations
Restaurants -- China -- Shanghai
Department: School of Hotel and Tourism Management
Pages: 51 leaves : charts ; 30 cm.
Language: Chinese
InnoPac Record: http://library.polyu.edu.hk/record=b2462992
URI: http://theses.lib.polyu.edu.hk/handle/200/6372
Abstract: 已经被人们逐渐遗忘的具有浓郁乡土气息的农家菜随着乡村旅游兴起而重 新进入大众的眼帘。农家菜是否能成为现代人众多饮食结构的重要部分?农家餐 馆能否成为众多餐饮业态的中间力量?农家餐馆还需要做哪些事情? 本研究主要针对农家餐馆的消费群体的消费动机及影响因素开展研究,由此 探讨农家餐馆经营者应如何更好地吸引消费者。本文以上海地区市民为研究对象 样本进行问卷調查,共获得有效問卷 263 份。经研究表明,大多数国民对于农 家菜消费抱以普遍接受的态度,大家不仅仅把它看作一种大众低价的社会餐饮消 费方式,而是一种健康、自然的餐饮消费。本文通过调查与分析发现,消费者在 选择农家餐馆时,大多数是通过亲戚朋友介绍方式了解餐馆的基本状况,通过对 其主要产品、服务质量、硬件设施以及经营风格等方面的了解,而后进行亲身体 验以检验消费满意度,再产生新的消费愿望和动机;其中性别、年龄、受教育程 度及收入等不同形成的群体体现了对农家餐馆的消费动机以及消费意愿的差异 性;通过差异性比较分析帮助农家餐馆经营业者发现消费者真实的消费意愿,以 便于更好设计餐饮产品服务,得以提升其经营水平。

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