傳統(tǒng)菜館和快餐店外文翻譯

1、<p><b>　　傳統(tǒng)餐館和快餐店</b></p><p>　　Remarkably little has been written on consumer purchase intention in the context of消費者購買意愿，消費者的態(tài)度，滿意度和忠誠度 </p><p>　　Whitlark, Geurts and Swenson (

2、1993) define purchase intention as a purchase probability Whitlark ，Geurts和斯文森（1993年）確定購買意向購買的概率associated with an intention category at the percentage of individuals that will actually相關(guān)意向類別的百分比個人，將實際buy product.購買的產(chǎn)

3、品。In the current study, we define consumer purchase intention as consumer在目前的研究中，我們確定購買意向的消費者消費 who make a repetitious purchase and would return back to their preferred restaurants.誰作重復(fù)購買和將返回他們的首選餐廳。Seeing that purchase

4、intention is a subject of grea</p><p>　　Based on Ajzen and Fishbein (1980) multi-attribute attitude model, we suggest that a基于Ajzen和菲斯（1980）多屬性態(tài)度模型，我們建議，一個consumer’s attitude towards restaurants food are det

5、ermined by food attributes that消費者的態(tài)度餐館食品是由糧食屬性influence theirs purchasing decisions.影響他們的購買決定。An attitude is described as the psychological這種態(tài)度被描述為心理tendency of a person to respond or behave, in a consistently positive

6、or negative manner趨勢一人或行為作出反應(yīng)，在一個一貫積極或消極的方式with respect to a stimulus as a result of their attitude toward that s</p><p>　　費奧利弗（1999）斷言，使用客戶的忠誠度在細分消費集團將增加的可能性之間的積極關(guān)系過去贊助and present purchase.和目前的購買。Customer l

7、oyalty is defined as the degree to which customer has客戶的忠誠度是指在何種程度上客戶已 exhibited repeat purchase behavior of a particular company product and service; and the展出重復(fù)購買行為的特定公司的產(chǎn)品和服務(wù)和significance of that expenditure in terms

8、of the customer’s total outlay (Heelier, Geursan,意義的支出而言，客戶的總支（Heelier ， Geursan ，Carr and Rickard, 2003).卡爾和里卡德，2003年） 。 As the extent to which a customer patronizes the restaurant and至于在何種程度上pat</p><p>　　圖

9、1顯示了假設(shè)研究模型 </p><p>　　Independent variables 獨立變數(shù) （相關(guān)） 因變量</p><p>　　(Correlation) 消費者態(tài)度Dependent variables</p><p>　　Consumer loyalty 消費者忠誠度

10、 購買意圖</p><p>　　Consumer satisfaction 消費者滿意度 </p><p>　　Purchase intention</p><p>　　Methodology 方法論 </p><

11、;p>　　Data collection and measurement數(shù)據(jù)收集和測量 </p><p>　　Consumer surveys were conducted in March 2005 using the intercept method at the消費者調(diào)查是在2005年3月使用攔截的方法selected traditional and fast food restaurants in

12、four cities in Malaysia.選定的傳統(tǒng)和快餐店在四個城市在馬來西亞。We used the我們使用convenience sampling via a self-administered questionnaire.方便取樣通過自我管理的問卷調(diào)查。By using an intercept通過使用攔截method, the researchers and the enumerators waited outside

13、of the selected restaurant and方法，研究人員和統(tǒng)計員外等候選定的餐廳和choose one customers out of every three who purchased their food and meals.選擇一個用</p><p><b>　　結(jié)果</b></p><p>　　Bivariate analysis (Pea

14、rson correlation) was undertaken to examine the correlation in the二元分析（Pearson相關(guān)）進行了審查相關(guān)的research hypotheses.研究假設(shè)。The result of the analysis is presented in table 1 for traditional分析的結(jié)果是表1中的傳統(tǒng)restaurants and table 2 for

15、fast food restaurant.餐館和表2的快餐店。The hypothesis states that the consumer該假說指出，消費者attitude, satisfaction and loyalty are correlated with purchase intention.態(tài)度，滿意度和忠誠度是與購買意圖。 The result of 結(jié)果these analyses indicated that con

16、sumer loyalty was highly positively (</p><p>　　表1：相關(guān)矩陣的傳統(tǒng)餐廳</p><p>　　Variables 變量 Attitude態(tài)度 滿意 忠誠 意向 AttitudeSatisfactionLoyaltyIntention</p><p&g

17、t;　　1態(tài)度 1</p><p>　　Satisfaction 滿意 0.852 ** 1 </p><p>　　.852** 1Loyalty忠誠 0.756 ** 0.810 ** 1 .756**.810**</p><p>　　1 Intention意向 0.766 **

18、 0.751 ** 0.793 ** 1.766**.751**.793**1</p><p>　　** Correlation is significant at the 0.01 level (2-tailed).**相關(guān)重要的是在0.01水平（ 2尾） 。</p><p>　　表2：相關(guān)矩陣的快餐店</p><p>　　Variable

19、s 變量 態(tài)度 滿意 忠誠 意向</p><p>　　Attitude態(tài)度 1SatisfactionLoyaltyIntentionAttitude1</p><p>　　Satisfaction滿意 0.366 ** 1 .366**</p><p>　　1

20、Loyalty忠誠 0.771 ** 0.452 ** 1 .771**.452**</p><p>　　1 Intention意向 0.756 ** 0.325 ** .789**0.789 ** 1 .756**.325**</p><p>　　1 ** Correlation is significant at

21、 the 0.01 level (2-tailed).**相關(guān)重要的是在0.01水平（ 2尾） 。 </p><p>　　As the result shown in table 1 and 2, the correlations are positive and can be considered由于列于表1和第2款的相關(guān)性是積極的，可以視為high for consumer loyalty and attit

22、ude for both types of restaurant and consumer高的消費者忠誠度和態(tài)度，為這兩種類型的餐館和消費者satisfaction for traditional restaurant because they were significantly correlated at more滿意的傳統(tǒng)餐廳，因為它們呈顯著正相關(guān)更than r = .7 (Hair et al., 2003).比r = 0.7

23、（毛發(fā)等，2003年）。Although the consumer satisfaction showed a lower雖然消費者滿意度較低的顯示correlation, the finding revealed that the independent vari</p><p>　　Remarkably little has been written on consumer purchase intentio

24、n in the context of Malaysian restaurant industry milieu. The objective of this study is to examinecorrelation between consumer attitude, satisfaction, loyalty, and purchase intention attraditional restaurant and fast fo

25、od restaurant. The results indicate that consumer loyalty was highly significantly related to consumer purchase intention at both types ofrestaurants. Acknowledging that consumer loyalty is the most significant varia<

26、/p><p>　　Keywords: consumer attitude, consumer loyalty, consumer satisfaction, purchaseintention, traditional restaurant, fast food restaurant</p><p>　　Background</p><p>　　Malaysian re

27、staurant industry is undergoing major changes due to rapid urbanization and changing lifestyles, which cause the increase in eating out trend and sways consumers! choice on which types of restaurant to be visited. This e

28、ating out trend also has flourished the coexistent of traditional and fast food restaurants in Malaysia. Traditional restaurant is defined as non-fast food, processes of differentiation, with full or partially services t

29、hat can be extended to cover many ethnic food op</p><p>　　Consumer purchase intention, consumer attitude, satisfaction and loyalty</p><p>　　Whitlark, Geurts and Swenson (1993) define purchase in

30、tention as a purchase probability associated with an intention category at the percentage of individuals that will actually buy product. In the current study, we define consumer purchase intention as consumer who make a

31、repetitious purchase and would return back to their preferred restaurants. Seeing that purchase intention is a subject of great interest to policy makers and business practitioners, knowing which variable that influence

32、purcha</p><p>　　consumer!ˉs attitude towards restaurants food are determined by food attributes tha influence theirs purchasing decisions. An attitude is described as the psychological tendency of a person t

33、o respond or behave, in a consistently positive or negative manner with respect to a stimulus as a result of their attitude toward that stimulus (Verdurme and Viaene, 2003). In the restaurant industry, customers!ˉ level

34、of satisfaction is strongl associated with repeated purchase intention and return patrona</p><p>　　respectively.</p><p>　　Figure 1 shows the hypothesized research model Independent variables(Cor

35、relation)Dependent variables</p><p>　　Consumer attitude</p><p>　　Consumer satisfaction Purchase intention</p><p>　　Consumer loyalty</p><p>　　Methodology</p><

36、p>　　Data collection and measurement</p><p>　　Consumer surveys were conducted in March 2005 using the intercept method at the selected traditional and fast food restaurants in four cities in Malaysia. We u

37、sed the convenience sampling via a self-administered questionnaire. By using an intercept method, the researchers and the enumerators waited outside of the selected restaurant and choose one customers out of every three

38、who purchased their food and meals. These selected consumers were asked to voluntarily participate in the study. To encou</p><p><b>　　Results</b></p><p>　　Bivariate analysis (Pearson

39、 correlation) was undertaken to examine the correlation in the research hypotheses. The result of the analysis is presented in table 1 for traditional restaurants and table 2 for fast food restaurant. The hypothesis stat

40、es that the consumer attitude, satisfaction and loyalty are correlated with purchase intention. The result of these analyses indicated that consumer loyalty was highly positively (r = .793) and highly significant (p = .0

41、01 level). The correlation betwee</p><p>　　Table 1: Correlations matrix of traditional restaurant</p><p>　　VariablesAttitudeSatisfactionLoyaltyIntention</p><p><b>　　Attitude1&

42、lt;/b></p><p>　　Satisfaction.852**1</p><p>　　Loyalty.756**.810**1</p><p>　　Intention.766**.751**.793**1</p><p>　　** Correlation is significant at the 0.01 level (2-

43、tailed).</p><p>　　Table 2: Correlations matrix of fast food restaurant</p><p>　　VariablesAttitudeSatisfactionLoyaltyIntention</p><p><b>　　Attitude1</b></p><p&

44、gt;　　Satisfaction.366**1</p><p>　　Loyalty.771**.452**1</p><p>　　Intention.756**.325**.789**1</p><p>　　** Correlation is significant at the 0.01 level (2-tailed).</p><p&g

45、t;　　As the result shown in table 1 and 2, the correlations are positive and can be considered high for consumer loyalty and attitude for both types of restaurant and consumer satisfaction for traditional restaurant becau

46、se they were significantly correlated at more than r = .7 (Hair et al., 2003). Although the consumer satisfaction showed a lower correlation, the finding revealed that the independent variables are correlated with purcha

47、se intention at fast food restaurant. Thus, the hypothesis is ac</p><p>　　Discussion</p><p>　　The present study is undertaken with the general purpose of contributing to the knowledge base conce

48、rning how individual consumers!ˉ attitude, satisfaction and loyalt correlated with purchase intentions. The empirical information generated in this research offer some new findings as well as support and enrich more rese

49、arch in the scope of comparison study. The results of our study confirmed with Bowen and Chen!ˉs (2001 study indicated that consumer loyalty was the most significantly and positive</p><p><b>　　Referenc

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