A Study on the Vegetarian Restaurants Aesthetic Perception and Consumers' Intention -with Their Motivation as an Interference Element
| Autor: | WU, MEI-LING, 吳美玲 |
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| Rok vydání: | 2017 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 105 The increasing animal infectious diseases and food security problems in Taiwan these recent years are making people pay more attention to health and food safety.This has also promoted a rise in the vegetarian population vising and a growth trend in vegetarian food. There has been a dramatic increase of vegetarian cuisine, restaurants, organic fruits and vegetables stores everywhere in the country. Competitions among vegetarian restaurants has become highly intense.Therefore, it is crucial for vegetarian food industry to understand know how to combine aesthetic elements to attract consumers' attention. “Religious Belief” is no longer a consumption motivation of vegetarians. The people's income and standard of living has been improving as time changes. Vegetarians have began promoting “Eating Vegetarian Food” to protect the Earth to be eco-friendly This is also healthy to our human bodies and has beauty effect to help us have better looks. Nowday's society has gradually begun to Value humanities, aesthetics and experience activities. Aside from facing competitions and meeting the needs of the market, the vegetarian restaurants' owners are hoping to combine the concept of aesthetics, space design, art fashion and other elements, in order to increase people's acceptance of vegetarian food and also to attract “non-mainstream customers'” consumption. We used hierarchical regression analysis in this research. By gathering 350 questionnaires with valid feedback from our study subjects, the consumers of vegetarian restaurants, we were able to study the relationships between vegetarian restaurants aesthetic perception, consumer's motivation and buying intentions. Also, by the consumer's motivation as a interference factor, we were able to explore whether it will affect the consumer's willingness to purchase. The results show that： hypothesis (1)Is Supported Vegetarian restaurants aesthetic perception has a positive signiticant on consumer's intention Hypothesis (2) Is Supported Consumer's motivation has a positive on consumer's intention to purchase. Hypothesis (3) Is Partially Supported consuming motive plays' an important role of moderating effect. According to the results we give some suggestions for practitioners and acadermics |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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