印象、體驗、知覺價值、滿意度對行為意向之影響－以北平楊寶寶蒸餃為例

The Influence of the Experience and Perceived Value on Restaurant Image, Customer Satisfaction, and Behavioral Intentions: A Case Study of Yang - Bao Bao

李家萱(Chia-Hsuan Lee) ； 李明聰(Ming-Tsung Lee)

《運動休閒管理學報》 14卷1期 (2017/03) Pp. 1-20

https://doi.org/10.6214/JSRM.1401.001

摘要

北平楊寶寶蒸餃是一家平價北方小吃，不僅為北高雄楠梓區帶來人潮，更是政府長年來推動商圈發展計畫可深入考量之新興區，可配合興達港情人碼頭、橋頭糖廠、半屏山自然公園等觀光景點推動商圈輔導計劃，以促進高雄之觀光周邊產業發展；本研究以結構方程式模型驗證研究架構及假說，研究結果顯示印象對體驗及知覺價值有顯著正向關係，體驗對知覺價值及滿意度有顯著性正向關係，知覺價值對滿意度有顯著性正向關係，而滿意度能提升消費者行為意向。

關鍵字

印象 ； 體驗 ； 知覺價值 ； 滿意度 ； 行為意向

並列摘要

Beiping Yang - Bao Bao steamed restaurant is a affordable gourmet for a North snack, not only for the North Kaohsiung Nanzi District to bring the crowd, it is the Government for many years to promote business district development plan can be in-depth consideration of the emerging area, can be used with the XingDa harbor-Lover's quay, Qishan Sugar Mills, Banpingshan Park and other tourist attractions to promote business district counseling program, to facilitate the development of Kaohsiung's tourism industry. The study adopted the Structural Equation Modeling (SEM) to verify the research structure and hypotheses. and the research results showed a significant correlation among image to experience and perceived value; experience has significantly positive impacts on perceived value and satisfaction, perceived value has significantly positive impacts satisfaction, and satisfaction can improve behavioral intentions.

並列關鍵字

Image ； Experience ； Perceived Value ； Satisfaction ； Behavioral Intentions

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