A Study of Customer Intentions on Brunch: Based on the Theory of Planned Behavior

[[abstract]]近年台灣早午餐市場崛起，但目前國內研究早午餐相關的議題並不多，本研究以計劃行為理論為研究之理論基礎，主要研究目的為探討台北民眾早午餐的行為意圖，並進一步驗證態度、主觀規範和知覺行為控制對行為意圖之影響，研究採用問卷調查法，以立意抽樣的方式進行問卷發放，共計回收387份有效問卷。利用描述性統計與結構方程模式進行相關檢定，結果顯示: 一、知覺行為控制的同意程度較高；二、態度對行為意圖有顯著影響，且其影響最明顯；三、主觀規範對行為意圖有顯著影響；四、知覺行為控制對行為意圖有顯著影響。最後本研究依據研究結果提出下列建議:一、增強網路宣傳，利用網路搭配各種行銷活動，打造餐廳口碑。二、針對消費族群，推出不同的餐點。 In recent years, there has been a rise of the brunch market in Taiwan, but at present, there are not many topics related to brunch in domestic research. Based on the theory of planned behavior (TPB). The purpose of this research is to investigate the behavioral intentions regarding consumer in brunch consumption, by discussing the various behavior intentions (BI) affected by different attitudes (AT), subjective norms (SN) and perceived behavioral controls (PBC). The research using questionnaire survey, and a total of 387 effective questionnaires were collected. The independent samples descriptive statistics and structural equation modeling (SEM) were conducted. The research yieldes the following findings: 1. The perceived behavioral control is higher degree of consent. 2. The attitudes have a significant impact on behavioral intention. 3. The subjective norms have a significant effect on behavioral intention. 4. The perceived behavioral control has a significant impact on behavioral intentions. Based on the findings of the study made the following recommendations: first, enhanced network publicity to use network with a wide range of marketing activities for a restaurant. Second, consumer groups, has introduced different meals