INTENSION OF CONSUMERS WITH CONFORMITY AND IMPULSE BUYING TO VISIT AN ENVIRONMENTAL CROWDING ECOLOGICAL RESTAURANT

摘要

'Have you stopped at a restaurant with a long queue and wondered what the crowd is waiting for?' Food service industry is positively developed toward diversity in past years, and people are changing the eating habits to increase eat-out population annually. This study intends to discuss the effect of ecological restaurant crowd atmosphere on consumers conformity or impulse buying. The experimental design with scenario simulation is used for collecting data and 2 x 2 two-way mixed design is adopted. Crowd atmosphere in A ecological restaurant and B ecological restaurant is regarded as the independent variable, and 4 situations are designed to test the key factors in consumers being willing to spending time for queuing under different situational factors. With random and convenient sampling, total 120 valid samples are acquired. According to research results, consumers tend to make impulsive buying decisions when it is more crowded. On the other hand, when it is less crowded, consumers make buying decisions based on conformity. On the basis of that, when two ecological restaurants are both crowded and consumers make more impulsive buying in ecological restaurant B than in restaurant A, we assume that the word of mouth marketing of ecological restaurant B is better than ecological restaurant A. With that being said, caterers could improve their practical management via this scenario analysis.