网络评论是餐饮消费者潜意识中的消费偏好、感知等内在需求的外显投射,是其餐饮消费中最关注内容的外在显现。文章基于内容分析法,以大众点评网为例,对餐饮消费者的网络评论内容进行分析。结果表明:高价位餐厅消费者较低价位餐厅消费者的满意度评价更高,连锁餐厅消费者较单体餐厅消费者满意度更高;不同消费水平的消费者消费偏好有明显差异,低价位餐厅消费者更关注核心诉求,即食物本身的吸引力和价格高低,中价位餐厅消费者更关注服务,高价位餐厅的消费者更关注餐厅的综合品质,消费决策中更看重餐厅的环境、服务等非食物要素;从消费感知角度看,餐饮消费者最关注的前五位要素是:食物、环境、服务、价格和便利性。

Network comment is explicit projection of catering consumers' subconscious consumption preferences, perceptions of intrinsic demand, and is the external presentation of their most concerned about factors in catering consumption. This article is based on content analysis and analyzes 2198 pieces of consumers' evaluation contents on www.dianping.com, which are about 65 different price range restaurants in Beijing. Then, we will analyze the characteristics of consumer behavior through the consumer subconscious concerns of catering elements. The results show that: 1) From an overall assessment perspective, nearly half of all catering consumers are satisfied with the restaurants. What's more, high-priced restaurant consumers have higher satisfaction rating than lower-priced restaurant consumers, and chain restaurant consumers' satisfaction is higher than the single restaurant consumers. 2) Consumers' preferences and consumption behavior have significant differences in different price range restaurants. Thus, the factors that influencing catering consumers' satisfaction are different in order in different type restaurants. 3) From the consumer perception perspective, the top ten factors that catering consumers concern most about are food, environment, services,price, convenience, facilities, promotion, cost performance, reservation and visibility. The ten highest frequency words of catering consumers' network evaluations are taste, service, environment, delicious, waiter,price, flavor, expensive, dishes and features. 4) The food is what matters to the people. Food is catering consumers' core requirement to dine in restaurant. 98.2 percent of evaluations are about food. Restaurant environment, service quality, waiters' service attitudes and skills all have a greater impact on catering consumers' dining experience.