台灣地區結婚產業年產業總值超過八百億台幣以上，不易受景氣影響，而婚宴又佔結婚最大的消費支出，為極具發展性的市場。然而隨著消費者對婚宴需求的轉變，以及結婚人口緩減的影響，許多餐飲業者紛紛轉型或設立新婚宴會館，重金打造硬體設備，並提供專業、創新、整合性的婚宴服務，讓消費者有更多元化的選擇，使得婚宴市場競爭更加激烈，有關新人對於婚宴會館的看法，以及接受程度值得探究，然而相關研究相當缺乏。

本研究探討不同生活型態婚宴市場消費者，對於婚宴會館產品屬性偏好及消費意願的差異，以及產品屬性偏好、社會影響、客製化、創新產品認知之可試驗性與婚宴會館消費意願之關係，以一年內即將結婚之準新人，以及結婚一年內之新人為研究對象，採便利抽樣方式，進行問卷調查，抽樣期間自2010年4月25日至6月20日，有效樣本共計205份。採用因素分析、信度與效度分析、集群分析、Pearson卡方分析、獨立樣本t檢定、單因子變異數分析、迴歸分析檢定本研究假設。

實證結果發現：(1)婚宴消費者依生活型態可分為「精算資訊群」、「時尚美感群」、「保守質樸群」、「慕洋品味群」四種類型。(2)不同生活型態集群在產品屬性偏好、客製化、社會影響、創新產品認知之可試驗性以及婚宴會館消費意願皆具顯著差異。(3)婚宴消費者對設備服務、聲望名廚、婚宴配套、婚宴菜色之屬性偏好，正向顯著影響婚宴會館消費意願。(4)客製化對婚宴會館消費意願具正向顯著影響。(5)創新產品認知之可試驗性對婚宴會館消費意願具正向顯著影響。(6)客製化對產品屬性偏好與消費意願間之正向關係具干擾作用。(7)社會影響對產品屬性偏好與消費意願間之正向關係不具干擾作用。

根據本研究之實證結果，提出以下建議，作為婚宴會館業者參考。不同生活型態消費者對於婚宴會館之產品屬性偏好有所差異，建議未來業者在規劃婚宴專案時，可將消費者生活型態因素納入考量，將更切合婚宴消費者的需求。此外，業者不斷在婚宴活動上求新求變的同時，別忘了基本的菜色、服務、環境品質必須先做好嚴格控管，因為消費者最重視的仍是產品服務本身功能性價值，而其他附加服務雖有加分作用，但非絕對項目，切莫捨本逐末。

Taiwan’s wedding industry yields a value totaling over NT$80 billion without being affected by economic recessions. Of which, wedding banquet accounts for the biggest part and has evolved into a brilliant market. However, as consumers’ need over wedding banquet changes and the wedding population gradually shrinks, a great many caterers have shifted to other industries or set up new wedding banquet halls instead. They have spent a huge sum to introduce hardware equipment and offer professional, innovative, integrated wedding service. In so doing, consumers have more options to choose. But this has made competition in the wedding market all the more intense. Views of brides and grooms about banquet halls and their reception are worth being studied, but relevant research is relatively inadequate.

This study discussed wedding banquet consumers of different lifestyles regarding their preferences of banquet hall products, difference in their willingness to consumer, preference of the product attributes, social influence, customization, relations between experimentation of innovative product recognition and willingness to consume at wedding banquet hall. The subjects were aimed at those who were about to marry within a year and those who had just been married for less than a year. A convenience sampling approach was adopted, and a questionnaire was employed for the survey, from April 25 to June 20, 2010, effective sample size 205 in total. In order to verify this study’s hypothesis, factor analysis, reliability and validity analysis, cluster analysis, Pearson Chi-square test, independent-sample T-Test, one-way ANOVA, regression analysis, etc., were employed.

The experiment has the following findings: (1) Wedding banquet consumers can be divided by their lifestyles into “strict budgeting cluster”, “fashion and beauty cluster”, “conservative and modest cluster”, “foreign taste cluster”. (2) Clusters with different lifestyles also differed in product attributes preference, custom making, social influence, experimentation of innovative product recognition, and willingness to consumer at wedding banquet hall. (3) Wedding banquet consumers’ preferences towards equipment service, chef’s reputation, wedding banquet package, wedding banquet dishes, etc., had a significant positive effect on the willingness to consumer at wedding hall. (4) Custom making had a significant positive effect on the willingness to consume at wedding hall. (5) Experimentation of innovative product recognition had a positive significant effect on the willingness to consume at banquet hall. (6) Custom making has an interference effect on a positive relation between product properties preference and willingness to consume. (7) Social influence did not have any interference effect on a positive relation between product properties preference and willingness to consume.

Based on experiment results of this study, some suggestions are proposed to serve as a reference for wedding hall vendors as follows. Consumers of different lifestyles differ in their product properties preferences towards wedding halls. Thus, it is suggested that when vendors plan a wedding banquet project in the future, the consumer lifestyle factor can be included in consideration, which might more suit wedding consumers’ needs. Moreover, while incessantly pursuing changes to banquet activity, vendors must place dishes, service, environment quality, and so forth, under strict control. This is because what consumers most value is the product’s or service’s functional value in itself. Other additional service may be a plus but is not essential. Vendors should not sacrifice the substance for the shadow.

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