The Study of Consumer Willingness to Pay for Food Services at Non-Menu Restaurants

[[abstract]]近年來台灣各地開了許多號稱「無菜單式料理餐廳」吸引想嘗新與體驗不一樣餐飲類型的消費者。全台灣各縣市都有「無菜單料理餐廳」餐廳內的特色風格有鄉村田野、日式懷舊、親子互動、台式平價海鮮、高檔西式鐵板燒與法式私人料理等，聚集了各式料理特色。各式無菜單料理主打創意、手作、單ㄧ價格、當地食材作為賣點也因此「無菜單料理餐廳」在市面上有所區隔與眾不同。本研究主要探討消費者對無菜單料理願付價格之關係，針對不同社經地位與生活型態消費族群了解對無菜單料理餐廳行為之差異與餐點願付價格。 本研究將以問卷調查法進行資料的收集，以消費者為主要研究對象，採便利抽樣的方式，請消費者填寫問卷。本研究問卷內容包含四部分:第一部份是消費者人口統計變項，第二部份是高價餐廳消費者行為，第三部份是生活型態量表，第四部份是無菜單料理願付價格等。研究結果發現，不同飲食相關生活型態的消費者對於選購行為與願付價格具有顯著差異。最後，研究以消費者為研究對象，研究中探討消費者在飲食相關生活型態與社經地位對於無菜單料理認知進而產生對無菜單料理願付價格。此研究最終結果將提供相關業者之參考。[[abstract]]Recently, there are many “Non-Menu Restaurants “opened all over the places in Taiwan in order to attract more customers and provide customers a whole new experiences. All over Taiwan, every county and city has its own style of “Non Menu Restaurants”, in Country Style, Japanese Style, Parents-Children Interactive Style, Taiwanese Seafood Style, High End Teppanyaki Style and French Cuisine Style,..etc. Each style of Non-Menu Restaurants mainly focuses on its creativity, hand-made, single price and local grown produces, therefore, “Non-Menu Restaurants” on the market has their unique selling point. This research mainly studies the relationship between consumers and their willingness to pay at Non-Menu Restaurants. This research also studies how differences of consumers’ attitudes towards the behavior of Non-Menu Restaurants and how much the consumers are willing to pay according to different social status and life-style of consumers This research collects data by utilizing Questionnaire Method. Consumers, which selected randomly are our main research object and we ask these consumers to fill out the questionnaire for us. Four main sections are main focused: The first one is Consumers Population Statics Variables; the second section is Consumers’ Behaviors at High End Restaurants; the third section is Life Style Measurement Scale; the fourth section is Consumers’ Willingness to Pay at Non-Menu Restaurants. This research found that different food related life-styles have significant influence on consumers’ purchasing behaviors and willingness to pay. Lastly, the study object and we ask these consumers to fill out the questionnaire for us. Four main sections are main focused: The first one is Consumers Population Statics Variables; the second section is Consumers’ to fill out the questionnaire for us. Four main sections are main focused: The first one is Consumers Population Statics Variables; the second section is Consumers’ Behaviors at High End Restaurants; the third section is Life Style Measurement Scale; the fourth section is Consumers’ Willingness to Pay at Non-Menu Restaurants. This research found that different food related life-styles have significant influence on consumers’ purchasing behaviors and willingness to pay. Lastly, the study object for this research is consumers. This research studies on how consumers’ food related life-styles and social-economic status influence consumers’ willingness to pay. The final results of this research can be offered to related business owners for their references.[[note]]碩