商店氣氛、消費者情緒、體驗價值對顧客滿意度之影響：以提卡異國料理餐廳為例

消費者對用餐的選擇性越來越多，餐點的樣式、美味與價格是消費者重要的參考因素，然而，顧客於享受美食的同時，也深受店內氣氛的影響，適當的商店氣氛陪襯，能讓用餐環境的感受更為舒適愉悅，連帶提升享用餐點的評價。本研究探討異國料理餐廳的商店氣氛、消費者情緒、體驗價值對於顧客用餐滿意度之關係。研究實證發現，商店氣氛對於消費者情緒、體驗價值具有正向顯著的影響，而正向的消費者情緒與體驗價值，皆有助於增加顧客店內用餐的滿意度，其中消費者情緒也能提升顧客體驗價值。這表示商店氣氛對於顧客用餐能提供較高的價值感受，進而有較佳的消費滿意度的評價。研究結果可以作為餐廳未來營運行銷策略的參考依據。

關鍵字

商店氣氛；消費者情緒；體驗價值；顧客滿意度

並列摘要

As more and more choices can be made by consumers to select the restaurant, the style of a restaurant, taste and price of meals have become important reference factors. However, when customers start to enjoy the food, at the same time, will also be deeply influenced by the atmosphere of the store. When an appropriate store atmosphere is provided, more comfortable and pleasant feelings of the dining environment can be felt by the diners. On top of that, the joint meal evaluation can be elevated. This study investigates the relationships between the shop atmosphere of exotic cuisine restaurant, consumer emotion and experiential value for consumer satisfaction. It was found in the empirical studies that consumer's emotion for the store atmosphere has a significantly positive impact, while positive consumer emotion and experiential value can help to increase customer satisfaction in the store, where consumer emotion also enhance the customer experiential value. This indicates that the store atmosphere for customer dining experience can provide a higher value, and therefore reside a better evaluation of consumer satisfaction. These results can be used as references for future operation of the restaurant marketing strategy.