The Study of Consumption Decision Key Factors In Chinese Wedding Banquet

Abstract

Marriage is a once-in-a-lifetime experience for most people and all new couples want the details to be perfect for a good memory. However, in the Chinese world, it is not up to the new couple to decide all details of a wedding banquet on their own, the opinions of their parents must be considered. Therefore, under the circumstances of many decision makers with different expectations, wedding consumption decisions become onerous and complex. In this study, we used the focus group method to obtain the factors for the selection of the wedding restaurant and confirmed the key facets and criteria of the factors of wedding restaurant selection and the consumption value model through the Delphi method and then looked for the important correlation among the factors and their causal relationship through DANP analysis. The research shows that the most critical facets are "emotional value" and "social value" and that the most critical criteria are "word-of-mouth" and "restaurant evaluation." Restaurant operators are suggested to consider the needs of customers, strengthen the quality of project package content, pay attention to online comments and voice volume, strengthen staff training, and understand consumer demands.