10122607 陳俐君 final proposal

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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.