景觀知覺與景觀偏好對餐廳消費者行為意圖影響之研究

The Influence of Landscape Perception and Landscape Preference on Restaurant Customers' Behavioral Intention

陳婷芳(Ting-Fang Chen)

指導教授 ： 陳惠美

國立臺灣大學/生物資源暨農學院/園藝學研究所/碩士(2011年)

https://doi.org/10.6342/NTU.2011.02059

摘要

根據主計處的統計資料，臺灣民眾經常外出用餐，其預算高達年收入的三分之一，顯示出龐大的餐飲商機。再加上國人對休閒生活的重視，外出用餐也需兼顧休閒品質，於是業者為了招攬顧客上門，除了注重餐點與服務品質之外，也開始重視用餐的空間情境，營造可放鬆休憩的用餐空間。然而過去研究大多側重在室內環境屬性，探討其知覺與偏好如何影響消費者的行為意圖，並沒有針對戶外空間做深入的研究，但有少數學者認為戶外景觀是餐廳行銷相當重要的環節，是消費者最先接受的刺激。而過去文獻探討人受環境刺激的反應，諸多採用心理學的刺激－有機體－反應（S-O-R）架構，因此，本研究即根據SOR來檢視餐廳消費者接受到戶外景觀的刺激，所產生的反應。
餐廳的景觀結構可依照觀賞距離分成遠、中、近景，遠景類型牽涉餐廳的選址，中、近景則為餐廳的戶外庭園設計，相互組合成餐廳的整體景觀。雖然較少文獻分析餐廳景觀的知覺與偏好，但歸納過去探討一般景觀類型的結果，若將景觀的自然度一分為二，人們普遍偏好自然景觀，最不偏好人為景觀，可見自然度對景觀偏好扮演了重要的角色，但是將景觀的自然度進一步分成自然、混合、人工，則無法明確預測景觀偏好，反而有研究證實知覺自然度與偏好高度相關，表示採用大眾的知覺自然度預測偏好，其準確性優於僅將景觀的自然度粗略分類。另一方面，有學者認為人們嚮往自然，是因為自然環境較能感受到恢復性體驗，也證實了知覺恢復性與偏好之間的關連，甚至發現具恢復性的環境能直接影響消費者的行為意圖。於是本研究將探討餐廳景觀的知覺與偏好，並驗證餐廳景觀的知覺自然度、知覺恢復性、景觀偏好與行為意圖等一連串的反應過程。
本研究模擬餐廳景觀的遠、中、近景的圖片並配合問卷調查，選擇都會區的民眾做為抽樣對象，其生活環境缺少自然景觀，而郊外餐廳最大的吸引力就是自然景觀，兼具用餐與觀景的功用，所以都會民眾為此類餐廳的主要客群。抽樣地點則選擇台北都會區的捷運站－淡水站、新店站、動物園站與劍潭站，由於台北為台灣最具代表性的都市，而且捷運人潮流動率龐大，四處捷運站周邊皆為台北郊外風景秀麗的地點，以及前往風景區的轉乘站，最有可能抽到喜好風景的潛在消費者。問卷題目包含個人特性、知覺自然度、知覺恢復性、景觀偏好與行為意圖，最後回收有效問卷256份。
研究結果指出，餐廳遠景顯著影響知覺自然度、恢復性與景觀偏好，大致上以湖泊最能顯著提高景觀知覺與偏好，其次是山丘與海洋，最低是都市，而中、近景對景觀知覺與偏好則呈現不顯著。進一步探討餐廳景觀的知覺、偏好與行為意圖的機制過程，結果顯示餐廳景觀的知覺自然度透過知覺恢復性影響景觀偏好，再影響消費者的行為意圖。另外也發現知覺恢復性能直接影響行為意圖，表示餐廳景觀若具備恢復疲勞與放鬆身心的效益，則能直接提高消費者的行為意圖。
由研究結果可知，對餐廳景觀來說，「樹木」與「水」是相當重要的元素，當運用景觀類型或元素提高了知覺自然度，讓消費者處在自然環境中而體驗到恢復放鬆的感覺，則能增加對該餐廳的偏好，如此提高顧客的消費意願，亦或是延長停留時間，增加了消費的機會。

關鍵字

知覺自然度 ； 知覺恢復性 ； 消費意願 ； 願意停留時間 ； 餐廳景觀

並列摘要

According to statistical data of Directorate-General of Budget, Accounting and Statistics, people of Taiwan usually were eating-out. They prepared budget of eating-out over one third of annual revenues. Restaurant owners not only focus on food and service quality, but also improved physical environments for attracting more customers. The researcher considered outdoor landscape is important, because outdoor landscape is acceptable before the interior environments by consumers. However, most studies focused on how interior environment affect on restaurant customers’ behavioral intention. Few studies explored the link between external landscape and behavioral intention. Therefore, the main purpose of this research was to explore how outdoor landscape of restaurant influences consumers’ behavioral intention.
　　Structure of restaurant landscape divided into background, middle view, and foreground. Type of background is with relation to restaurant location, and type of middle view and foreground is with relation to design of restaurant garden. The back ground, medium view, and front ground combine with each other to form overall landscape. Although there has been little research conducted on perception and preference of restaurant landscape, several studies has examined natural scenes were highly preferred. It is thus clear the effect of perceived naturalness on preference. In addition, the researcher considered the preference for natural environments, are linked to the given environments’ potential to provide restoration from stress or fatigue. The literature indicated perceived restoration or preference both positively correlated with behavioral intention. Thus, the reaction process of perceived naturalness, perceived restoration, landscape preference, and behavioral intention was deeply examined.
　　The data were collected using self-report questionnaires for evaluation of photomontage simulations of restaurant. The questionnaires include demographic information, perceived naturalness, perceived restoration, landscape preference, and behavioral intention. The survey was conducted in February 2011 at several major stations of the Mass Rapid Transit system in Taipei City, Taiwan. A total of 256 valid questionnaires were completed.
　　The results showed that background of restaurant significantly effects on landscape perception and landscape preference, but middle and foreground don’t. The results also examined behavioral intention is influenced by landscape preference which is affected through perceived naturalness and restoration. In addition, this study even found behavioral intention is directly affected by perceived restoration. The results reveal restorative landscape can reduce impact of restaurant accessing, and attract customers to go restaurant where in remote place, such as mountains, seaside, and forest.
　　For landscape of restaurant, the tree and water is very important attributes to increase level of perceived naturalness. The restaurant customers who experienced restoration and relaxation within natural environment induced preference and willingness to visit or spend time in the store.

並列關鍵字

perceived naturalness ； perceived restoration ； patronage intention ； desire to remain ； restaurant landscape

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