科技部專題研究計畫主持人
MOST 110-2410-H-415-025 -
自我擴展 vs. 由衷感謝: 驗證米其林餐廳顧客溢價購買意願的心理機制路徑
Perceived luxurious values and pay a price premium for Michelin-starred restaurants: A sequential mediation model with self-expansion and customer gratitude
國家科學及技術委員會
National Science and Technology Council
國立嘉義大學行銷與觀光管理系
Department of Marketing and Tourism Management, National Chiayi University, Chiayi City, Taiwan
劉瓊如
CHYONG-RU LIU
國立嘉義大學行銷與觀光管理系
Department of Marketing and Tourism Management, National Chiayi University, Chiayi City, Taiwan
劉瓊如
教授
0932708713
crliu@mail.ncyu.edu.tw
計畫執行期間起:2021-08-01
計畫執行期間迄:2022-07-31
2022-01-01
2022-04-30
本計畫以台灣2019獲得米其林評鑑星級的餐廳為主,在1星級餐廳選擇Impromptu by Paul Lee、山海樓、教父牛排等共172份;2星級餐廳選擇Tairroir、 RAW 、LOGY、請客樓等共197份;3星級餐廳選擇頤宮70份,共計439份。
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自我擴展理論; 社會交換理論; 願意支付溢價;感謝; 米其林星級餐廳
self-expansion theory; social exchange theory; willingness to pay a price premium; gratitude; Michelin-starred restaurants
在自我擴展和社會交換理論的啟發下,我們提出了一個序列中介模型來研究顧客在米其林星級餐廳感知到的奢華價值如何通過自我擴展和顧客感謝轉化為支付溢價。從五家米其林星級餐廳收集數據,運用多元迴歸分析來驗證我們的模型。我們發現,獨特、社會和功能價值是支付溢價意願的基本價值。相比之下,在考慮所有其他感知價值時,奢華價值既沒有直接影響也沒有間接影響。此外,我們發現客戶的自我擴展和感謝是兩個重要的中介機制。享樂價值和支付溢價的關係只能透過自我擴展來中介,而獨特價值和支付溢價的關係只能透過顧客感謝來中介。從社會和功能價值中也發現了序列中介效果。
Enlightened from self-expansion and social exchange theories, we proposed a sequential mediation model to investigate how customers’ perceived luxurious values at Michelin-starred restaurants could be translated into paying a price premium through self-expansion and customer gratitude. Data was collected from five Michelin-starred restaurants to verify our model using multivariate regression analysis with bootstrapping technique. We found that unique, social, and functional values were the essential values for willingness to pay a premium. In contrast, the conspicuous value had neither direct nor indirect effect when considering all the other perceived values. Also, we found that customer self-expansion and gratitude were two significant mediating mechanisms. The association of hedonic value and pay a price premium would be only mediated by self-expansion, whereas the association of unique value and pay for price premium would be only mediated by customer gratitude. The sequential mediation effect was also found from social and functional values.
Chyong-Ru Liu, Tonny Menglun Kuo, Yao-Chin Wang, Ya-Ju Shen, Shan-Pei Chen, Jia-Wen Hong. (2022) Perceived luxurious values and pay a price premium for Michelin-starred restaurants: A sequential mediation model with self-expansion and customer gratitude. International Journal of Hospitality Management, 103, 103185. (SSCI). Impact Factor: 9.237 (MOST 110-2410-H-415-025 -)

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