中国顾客为何给小费?——对打赏行为的混合式探索研究

Why Do Chinese Customers Tip?—— A Hybrid Exploratory Study on Tipping Behavior

文章采用混合型研究方法,对中国顾客餐厅打赏行为的影响因素展开研究。在文献梳理的基础上,研究首先对来自深度访谈和网络点评的数据进行文本分析,建立顾客打赏行为的影响因素模型。其次通过对有过打赏行为的顾客的问卷调查数据,对该影响因素模型进行了验证。研究结果显示,求新动机和奖励服务员是打赏行为的最重要影响因素;面子是打赏行为的重要影响因素;服务质量对打赏行为的影响相对较弱,餐厅整体感知对打赏行为无显著影响。相关研究表明,虽然打赏具有中国情境下的特殊性,但本质上还是一种与小费高度相似的消费者行为,对餐厅和饭店打赏的后续研究有助于深化对中国人小费行为的理论认识并推动行业实践发展。

The paper adopts a mixed research method to study the influencing factors of Chinese customers’ restaurant tipping behavior. On the basis of literature review, first of all, this study conducts text analysis on the data from in-depth interviews and online comments, and establishes a model of influencing factors of customer tipping behavior. Secondly, the influencing factor model is verified by the questionnaire survey data of customers who have tipping behavior. The research shows that the motivation of seeking novelty and rewarding waiters are the most important influencing factors of tipping behavior;face is an important influencing factor of tipping behavior;the influence of service quality on tipping behavior is relatively weak, and the overall perception of restaurants has no significant effect on tipping behavior.The research findings show that although tipping has the particularity in the Chinese context, it is essentially a consumer behavior highly similar to the tip, and the follow-up research on tipping in restaurants and hotels will help to deepen the theoretical understanding of the Chinese tipping behavior and promote the development of industry practice.