后疫情时代消费者餐饮消费意愿研究——以江门市为例

五邑大学教务处制摘要随着2022年12月7日国务院重磅发布十条防疫政策，宣告我国三年疫情开始全面放开，迎来了后疫情时代。与疫情防控时相比，在后疫情时代，人们的生活方式和工作状态逐渐脱离了克制和戒备的状态，社会各行各业的运作也步入正轨。其中，餐饮行业的恢复和发展，给消费者带来更多的餐饮消费选择。本文立足于后疫情时代，利用问卷星系统设计问卷，通过和对江门市居民的问卷调查搜集到的数据，运用描述性统计、线性回归方法，分析了消费者的餐饮支出变化、就餐方式变化、餐饮偏好变化以及影响消费者餐饮消费意愿的因素。研究得出的相关结论如下：疫情前后，消费者餐饮消费特征变化显著，后疫情时代下，消费者的人文需求、社会文化感知、安全意识和餐厅外观及服务评价均有对餐饮消费意愿起促进作用的因素，但人口学统计变量性别、年龄段、学历为、婚姻状况和个人平均月（生活费）都不会对被调查者的餐饮消费意愿产生影响。最后，在得出相关结论的基础上，提出了以下几点建议：一是拓宽餐饮经营模式，完善外卖点餐渠道：二是保证餐饮菜式品质，不断创新餐饮新菜式：三是强化餐饮营销策略：四是加强餐饮卫生安全管理。关键词：后疫情时代：餐饮消费意愿：江门市AbstractWith the release of ten epidemic prevention policies by the State Council on December 7,2022,it was announced that China has started to fully liberalize the epidemic in the past threeyears,ushering in a post epidemic era.Compared to the epidemic prevention and controlperiod,in the post epidemic era,people's lifestyles and work conditions have graduallydeviated from a state of restraint and vigilance,and the operation of various industries insociety has also entered the right track.Among them,the recovery and development of thecatering industry have brought consumers more choices for catering consumption.This article is based on the post epidemic era and uses the questionnaire star system todesign a questionnaire.Through data collected from a survey of residents in Jiangmen City,descriptive statistics and linear regression methods are used to analyze changes in consumerdining expenses,dining habits,preferences and factors that affect consumer diningwillingness.The relevant conclusions of the study are as follows:before and after the epidemic,thecharacteristics of consumers'catering consumption have changed significantly.In the postepidemic era,consumers'humanistic needs,social and cultural perception,safety awareness,restaurant appearance and service evaluation have all played a role in promoting thewillingness of catering consumption,but demography statistical variables gender,age,education Neither marital status nor personal average monthly living expenses will have animpact on the respondents'willingness to consume food and beverage.Finally,based on the relevant conclusions,the following suggestions are proposed:firstly,broaden the catering business model and improve the delivery and ordering channels;Thesecond is to ensure the quality of catering dishes and continuously innovate new cateringstyles;Thirdly,strengthen catering marketing strategies;The fourth is to strengthen themanagement of catering hygiene and safety.Keywords:post pandemic era;Food and beverage consumption willingness;JiangmenCity目录摘要.川Abstract.......ll川第1章绪论…11.1研究背景.11.2研究意义…..21.2.1理论意义.21.2.2实践意义.21.3研究目的…1.4研究内容.31.5研究方法.…1.5.1问卷调查法…。.41.5.2数理统计分析法..4第2章文献综述.52.1消费意愿的概念….52.2消费者餐饮消费意愿影响因素的研究.….52.3新冠疫情下消费者餐饮消费状况变化研究62.4国内外研究总结.62.4.1消费者餐饮消费意愿影响因素研究总结….62.4.2新冠疫情下消费者餐饮消费状况变化研究总结.7第3章问卷基本情况……83.1问卷结构.….83.2问卷发放和回收情况…....................93.3问卷信效度分析。.93.3.1信度分析.93.3.2效度分析…11第4章后疫情时代餐饮消费意愿分析….144.1调研对象基本信息.14