商店氣氛對消費者情緒、顧客價值及行為意向影響-以異國料理餐廳為例

Influence of Store Atmosphere on Consumer’s Emotion、Customer Value and Behavioral Intentions-A Case Study of Exoticism Cuisines Restaurant

鄭琍文(Li-Wen Cheng)

指導教授 ： 林孟璋

朝陽科技大學/管理學院/企業管理系/碩士(2012年)

摘要

在食衣住行各方面，皆是講求創新的時代，而對於「食」之方面，更是講究，消費者需求不斷提升，從以往吃台菜，到現在漸漸的吃不同類型及口味之餐廳，也因如此，市場上異國料理之餐廳如雨後春筍般的出現。 服務業從生產導向邁向服務導向是現在許多企業紛紛在落實的，而近來消費者更訴求感官體驗。因為環境往往會影響到人們的情緒，而產生評價不同的價值，最終影響到行為面；本研究目的為：一、了解消費者對商店氣氛、消費者情緒、顧客價值及行為意向的認知情況。二、探討不同消費者特性對商店氣氛、消費者情緒、顧客價值及行為意向的差異程度。三、探討商店氣氛、消費者情緒、顧客價值及行為意向間之關係。四、彙整研究結果，以提供相關業者作為經營之參考依據。 本研究以曾經至異國料理餐廳用餐過的消費者為研究對象，並針對其用餐過後之感受，探討各變數間之關係。本研究共發出400份問卷，有效回收342份，有效回收率為85.5%。在資料分析方面採以敘述性統計分析、信度與效度分析、t 檢定與變異數分析、因素分析、相關分析、迴歸分析加以探討。而本研究之實證結論如下： 經SPSS統計軟體檢驗其變數之相關性，歸納出幾點重要實證結論如下： 一、商店氣氛對消費者情緒中呈顯著影響。特別在「感官刺激」的影響程度上最為顯著。 二、商店氣氛對顧客價值構面中呈顯著影響。尤其在「感官刺激」、「風格設計」的影響程度上最為顯著。 三、消費者情緒對顧客價值構面中呈顯著影響，「消費者正面情緒」對顧客價值各構面皆呈現顯著狀態。 四、顧客價值對行為意向達顯著影響，尤其是「實體價值」及「價格價值」的影響程度上最為顯著。 五、商店氣氛對行為意向呈顯著影響。特別在「感官刺激」的影響程度上最為顯著。 六、消費者情緒對行為意向達顯著影響。尤其在「消費者正面情緒」的影響程度上最為顯著。

關鍵字

商店氣氛 ； 消費者情緒 ； 顧客價值 ； 異國料理餐廳 ； 行為意向

並列摘要

In all aspects of the Letting all the emphasis on the new era, and for the "food", but also pay attention to, consumer demand is rising, eating Taiwanese food from the past, and now gradually eating different types and flavors of the restaurant, also appear due to this, the market on the exotic cuisine of the restaurants have mushroomed.
Services from production orientation towards service-oriented now, many companies have in the implementation of, and recent consumer demands of sensory experience. Good atmosphere is the most food and beverage industry business trends. Because the environment tends to affect people''s emotions, arising from the evaluation of different value, and ultimately affect the behavior of the surface; The purpose of this study:
1. To understand consumers store atmosphere, consumers’s emotion, customer value, cognitive and behavioral intention.
2. To explore the different consumer identity differences in the degree of store atmosphere, consumers’s emotion, customer value and behavioral intention.
3. To explore the store atmosphere and consumers’s emotion, the relationship between customer value and behavioral intention.
4. Compiled results as a reference for business management to provide relevant industry basis.
This research’s objects of studies were once to exotic cuisine restaurant consumers, and for their meal after the feelings, explore the relationship between each variable. The sample of this study total of 400 questionnaires, 342 were recovered, recovery rate of 85.5 percent. SPSS statistical software used to descriptive statistical analysis, reliability and validity analysis, t-test, ANOVA, factor analysis, correlation analysis, regression analysis to be explored. The major conclusions are summarized as follows:
1. The store atmosphere was part of the remarkable aspects of consumers’s emotion. In particular, is the most significant part of the sensory stimulation.
2. Store atmosphere was part of a significant customer value dimensions. Especially on the part of the sensory stimulation and style the most significant.
3. The consumers’s emotion was part of the significant dimensions of customer value are significantly positive consumer sentiment on the various dimensions of customer value.
4. Customer value on behavioral intentions up to a very significant impact, especially on the part of the entity value and price value is the most significant.
5. Store atmosphere partial significant positive effect on behavioral intention. Especially in the most significant part of the sensory stimulation.
6. Consumers’s emotion up to a very significant impact on behavioral intention. Especially in the most significant part of the positive emotions of consumers. performance.

並列關鍵字

Store atmosphere ； Consumers’s emotion ； Exoticism cuisines restaurant ； Behavior intention ； Customer value

參考文獻

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