美食街氣氛與顧客知覺價值對知覺風險影響之研究

Effect of atmosphere and customer perceived value on perceived risk in food court

李銘輝(Ming-Huei Lee) ； 劉翠華(Chui-Hua Liu) ； 周文玲(Wen-Ling Chou)

《休閒事業研究》 13卷4期 (2015/12) Pp. 41-58

https://doi.org/10.6746/LIR.201512_13(4).0003

摘要

本研究旨在針對美食街氣氛是否會影響顧客知覺價值，進而影響顧客知覺風險，透過蒐集台灣許多美食街顧客資料，以多元迴歸方式分析美食街氣氛與顧客知覺價值、知覺風險之間的關係。研究結果發現美食街氣氛會顯著影響顧客知覺風險以及知覺價值。此外，本文亦提供實務應用與建議。

關鍵字

美食街 ； 氣氛 ； 顧客知覺價值 ； 知覺風險

並列摘要

The purpose of this research is to investigate empirically the influence of food court atmosphere on consumer perceived value and customer perceived risk. Data were collected from many food courts in Taiwan. The multiple regression analysis was then performed to unveil the relationship between food court atmosphere and consumer perceived value and customer perceived risk. The result reveals that food court atmosphere has a significant influence on consumer perceived value and their perceived risk. The paper concludes with the practical implications of the research.

並列關鍵字

food court ； store atmosphere ； customer perceived value ； perceived risk