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L/O/G/OFrom consumption atmosphere, word-of-mouth and perceived value to explore customer
purchase intention – A study of landscape restaurant
Presenter: Anne ChenInstructor: Dr. Pi-Ying Teresa HsuDate: January 14, 2013
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Contents
Introduction
Literature Review
Methodology
Ⅰ
Ⅱ
Ⅲ
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Introduction
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Background
Customer purchase intention is one of the indexes for the hospitality industry.
How to stimulate customer for purchase intention is regard as important strategy.
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Purpose
To explore relationship among consumption
atmosphere, word-of-mouth, perceived
value and customer purchase intention, and
how they influence customer decision
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Research Questions
Will consumption atmosphere affect perceived value?
Will word-of-mouth affect perceived value?
Will perceived value affect customer purchase intention?
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Will consumption atmosphere affect customer purchase intention?
Will word-of-mouth affect customer purchase intention?
Research Questions
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Significance
To provide the information about someone who work in the marketing area and understand for consumers’ expectation
To provide academic researchers through this study that acquire related to the same research in the field
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Literature Review
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Definition of Consumption Atmosphere
The term of atmosphere of the sale point refers to all the elements of the store which can be controlled in order to influence the emotional, cognitive and behavioral reactions of the occupants.
(Rieunier, 2000)
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Definition of Word-of-mouth
Word-of-mouth is a form that consumers communicate person-to-person .
(Richins, 1983, cited in Datta et al., 2003)
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Definition of perceived value
The evaluation of applicability of the product basis of customer’s perception that what are they acquired and what are they offered.
(Zeithaml, 1988)
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Definition of Customer Purchase Intention
When customer’s purchase making decisions, customers have several steps will follow requirement cognition, information collection, and the purchase behavior.
(Ives & Learmonth, 1984; Kalakota & Whinston, 1997)
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Methodology
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Method
Locations • Princess Annie's Garden• Moncoeur • Lavender Cottage
AgeOver eighteen years old
Participants
500 customers by convenience sampling
• Self-administer questionnaire• Five-point Likert-
type scale
Instrument
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Procedure
Approximately3
months
Pre-test
Modify the questionnaire
Post-test
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Instrument-Questionnaire
題目 非常同意 同意 普通 不同意 非常不同意
餐廳所播放之背景音樂使我感到悅耳 □ □ □ □ □
Consumption atmosphere
Word-of-mouth
題目 非常同意 同意 普通 不同意 非常不同意
當我考慮要去消費時,我會上網尋求其他人的意見
□ □ □ □ □
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Perceived value
題目 非常同意 同意 普通 不同意 非常不同意
來景觀餐廳消費主要是因為它的美味佳餚 □ □ □ □ □
Customer purchase intention
題目 非常同意 同意 普通 不同意 非常不同意
用餐之後,我就決定下次再來光顧 □ □ □ □ □
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Statistical Analysis Descriptive statistics analysis
Reliability & validity analysis
Factor analysis
One-way ANOVA
Pearson correlation coefficient
Regression analysis
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Thank you for listening.