論文摘要
受到 COVID-19 疫情的衝擊下，餐飲業首當其衝，來客量大幅減少，為提升 產品銷售，店家致力於行銷推廣、促銷活動、產品包裝等，希望透過此因應措施 有效的降低營業額下滑幅度。本研究探討輕推理論應用在餐飲行銷是否影響營收 表現，設計桌牌銷售方式，輕推顧客消費力，致使銷售產品及營業額達到提升效 果。
本文以小型連鎖咖啡店的咖啡羊行 Coffee & Co.為對象進行實驗，樣本蒐集自 2021 年 11 月 3 日至 2021 年 12 月 31 日共計兩個月資料，樣本數為 2,973。接著 我們以計量模型進行統計分析，探討桌牌行銷是否有效，其中被解釋變數為總營 業額、輕推次數及輕推金額，解釋變數包括結帳性別、熟客、桌別、同行人數及 週末假期，觀察平均客單價與消費金額外，並針對蒐集顧客特徵、桌別、週末假 期等變數資料進行分析。
研究結果實驗組之桌牌行銷相較於控制組，對於總營業額並無增加的效果， 實驗組放置桌牌時，總營業額並未提升，反而呈現下滑的現象。實驗設計時，桌 牌商品屬於價格較低的商品，因此桌牌廣告行銷雖成功增加顧客點餐次數及加點 金額，但桌牌廣告可能改變原本顧客所點商品，亦或者桌牌商品價格較低，顧客 點餐時選擇較為低價的選項，造成營業額下降的可能性。透過實地實驗、論證分 析的方式使輕推理論應用於餐飲業增加指定商品促銷成效，提供業者有效的因應 餐飲市場波動帶來的影響及策略之參考。
關鍵詞: 新冠肺炎、輕推理論、桌牌行銷

ABSTRACT
Affected by the impact of the COVID-19 epidemic, the catering industry bore the brunt of the impact, the number of visitors decreased significantly, in order to enhance product sales, stores are committed to marketing promotion, promotional activities, product packaging, etc., hoping to effectively reduce the decline in turnover through this response measure. This study explores whether the application of nudge theory in catering marketing affects revenue performance, designs table sales methods, and nudges customer consumption power, resulting in the improvement of sales products and turnover.
In this paper, Coffee & Co. of a small coffee chain was used as an experiment, and the samples were collected from November 3, 2021 to December 31, 2021 for a total of two months, and the statistical analysis was carried out by the measurement model, and whether the placement of table marketing had a significant impact on turnover, in addition to the internal average customer unit price and consumption amount, and collected variable data such as customer characteristics, tables, weekend holidays, etc. The total sample was 2,973 data, and 3 groups of multiple regression analysis.
The table marketing of this experiment has no significant effect on the total turnover, and when the experimental group places the table cards, the total turnover does not increase, but shows a decline. When the experiment was designed, the table products belonged to the lower price commodities, so although the table advertising marketing successfully increased the number of customer orders and the amount of points, the table advertising changed the original customer ordered the goods, or the table goods were lower, and the customer chose a relatively low-priced option when ordering, resulting in the possibility of a decline in turnover. Through field experiments and our empirical analysis, the nudge theory is applied to the catering industry to increase the effectiveness of the promotion of specified commodities, and to provide a reference for the industry to effectively cope with the impact and strategy of the catering market fluctuations.
Keywords: COVID-19, Nudge, Table Tent Card

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