探討真實性對台灣異國餐廳之影響-以韓式料理餐廳為例

隨著台灣的飲食文化快速發展且逐漸精緻化，各種不同國家文化的介入與融合，發展出許多異國料理餐廳，使餐飲產業蓬勃發展，彼此之間的競爭也會日趨激烈。面臨市面上琳瑯滿目的異國料理餐廳，其不同的飲食文化、特色及風格，對於消費者來說除了選擇性變多之外，如何塑造自家特色吸引目標客群，為異國餐廳業者在經營上需面對的關鍵議題。本研究以韓式餐廳消費者為研究對象，透過對消費者的正面情緒和知覺價值檢視環境氛圍、食物品質及食物、氛圍的真實性對顧客滿意度及後續行為意圖之影響關係，使用擴展 M-R 理論模型來衡量異國餐廳的真實性，並深入瞭解顧客對真實性方面的反應及其他餐廳因素，從而提供異國相關料理餐廳的營銷策略制定。本研究針對有效樣本 434 份，使用 SmartPLS 4.0 軟體對模型中的每條路徑與假說進加以檢定，並驗證所提出之假說。分析結果發現：韓式餐廳之環境氛圍、食物品質及異國真實性（氛圍）對消費者的正面情緒有正向的顯著效果；韓式餐廳之環境氛圍、食物品質及異國真實性（食物）對消費者的知覺價值有正向的顯著效果；消費者正面情緒與知覺價值對顧客滿意度有正向的顯著效果；消費者正面情緒與知覺價值對行為意圖有正向的顯著效果；顧客滿意度對行為意圖有正向的顯著效果。最後根據本研究分析結果，進一步對實務管理意涵加以討論，並提出相關建議，本研究建議異國料理餐廳應保持、適度提升良好的環境氛圍及高水準的食物品質，並且營造出更有文化價值及增加異國真實性的感受程度，能使在餐廳中用餐的消費者產生更多正向的消費情緒，獲得更多知覺價值的認同程度，亦會讓顧客的滿意度有所提升，進而發展出後續越多正向的行為意圖，亦為異國餐廳業者能夠持續經營下去的重要因素。

關鍵字

韓式餐廳；環境氛圍；食物品質；異國真實性；正面情緒；知覺價值；顧客滿意度；行為意圖

並列摘要

With Taiwan's rapidly evolving and increasingly refined culinary culture, the intervention and fusion of various cultures from different countries have led to the development of many ethnic cuisine restaurants, making the catering industry flourish and the competition between them will become increasingly fierce. Facing a wide variety of foreign cuisine restaurants on the market, their different food cultures, characteristics and styles, in addition to increasing choices for consumers, how to create their own characteristics to attract target customers is a quite important issue for operating foreign restaurants that need to face. This study takes Korean restaurant consumers as the research object, and examines the impact of environmental atmosphere, food quality, and the authenticity of food and atmosphere on customer satisfaction and subsequent behavioral intentions through the positive emotions and perceived value of consumers, using the extended M-R theoretical model to measure the authenticity of foreign restaurants, and gain a deep understanding of customers' reactions to authenticity and other restaurant factors, so as to provide marketing strategies for restaurants related to foreign cuisine. Aiming at 434 valid samples, this research uses SmartPLS 4.0 software to test each path and hypothesis in the model, and to verify the proposed hypothesis. The analysis results found that the environmental atmosphere, food quality, and ethnic authenticity (atmosphere) of Korean restaurants have significant impacts on consumers’ positive emotions; the environmental atmosphere, food quality, and ethnic authenticity (food) of Korean restaurants have significant impacts on consumers’ perceived value; consumers' positive emotions and perceived value have significant impacts on customer satisfaction; consumers' positive emotions and perceived value have significant impacts on behavioral intentions; customer satisfaction has a significant impact on behavioral intentions. Lastly, by knowing all results of the study, further discuss the practical management implications, and put forward relevant suggestions. This study suggests that foreign cuisine restaurants should not only maintain and moderately improve a nice environment and high level food quality but also create a more cultural value and increase the degree of feeling of foreign authenticity that can make consumers who dine in restaurants have more positive consumption emotions, gain more recognition of perceived value, that also improve customer satisfaction, then develop more positive behavioral intentions in the future. That will also be important factors for foreign restaurant operators to continue their operations.