民族特色餐廳服務環境對消費者情緒、體驗價值及口碑意圖的影響：以真實性為干擾變數

本研究以刺激-有機體-反應 (Stimulus-Organism-Response) 框架理論為基礎，探討當消費者受到餐廳服務環境的刺激後，是否會進而影響其口碑意圖，並討論真實性在服務環境與消費者情緒間的干擾效果。本研究採用問卷調查法進行，以高雄市某原住民餐廳消費者為研究對象，共計回收601份有效問卷。研究結果顯示：首先服務環境對正、負向情緒具有顯著的影響，再次證實服務環境的重要性。其次，在情緒與體驗價值的關係上，正向情緒對體驗價值造成影響，負面情緒對體驗價值卻沒有顯著作用，造成這個結果的原因主要來自於餐廳消費者刻意隱藏其負面情緒之故。第三，在體驗價值對正、負面口碑意圖方面均有顯著影響，顯示出好的體驗價值是口碑宣傳的基礎。最後，真實性的存在會抑制服務環境與正向情緒間的關係強度，強化負面情緒的強度，這個現象可能與消費者對原住民餐廳真實性的矛盾看法有關。

關鍵字

服務環境；情緒；體驗價值；口碑意圖；真實性

並列摘要

The purpose of this study is to explore the impact of of consumers whose consumption experience in the ethnic restaurant on the the word-of-mouth (WOM) intention, and examine the moderating effects of authenticity about servicescape and emotions. A questionnaire was developed and distributed to 601 consumers who have visited the indigenous restaurant in Kaohsiung. The findings of the study include: (1) Servicescape has a direct effect on emotions, positive emotions has a direct positive effect on experiential value but the negative emotions has no direct effect, experiential value has a direct effect on WOM intention. (2) The moderating effect of authenticity on the relationship between servicescape and emotions is not supported. (3) When consumers are dining at indigenous restaurants, they will intentionally hide negative emotions in order to reduce bad consumption experience. (4) Some consumers have conflicting views on the authenticity of the indigenous restaurants that the consumers probably not familiar about the indigenous culture, or the indigenous restaurant has changed to meet the needs of consumers in the city, so they lose the indigenous features.