隨著生活與消費型態的改變,消費者已無法單純由商品本身獲得滿足,而是追求一種新的體驗感受,消費者同時受到理性與感性的影響,使得「消費情境」的塑造日益重要,因此,為了追求更大的獲利空間以及更高的消費者滿意度,業者開始重視消費者的知覺感受,滿足消費者成為企業重要的關鍵因素。 本研究旨在探討商店氣氛與消費者情緒對知覺價值之影響為何,並依據研究結果供業者作為管理之參考。本研究採用問卷調查法,共回收327份有效問卷,並採用多元迴歸分析來探討變數間影響關係。研究結果發現,此餐廳之消費族群以20-49歲,教育程度為大學,職業為工商服務業且月收入為20,001-40,000元的已婚女性居多。 在商店氣氛對消費者情緒方面,以「設施美學」和「人員因素」影響最大,其次為「空間設計」,在商店氣氛與消費者情緒對知覺價值方面,商店氣氛的「設施美學」、「空間設計」以及「人員因素」與消費者情緒中的「興趣」影響最大,因此,本研究之研究假設均成立。 本研究建議業者增設餐點供消費者選擇並加強餐點品質控管,且在店內設景觀植栽提升隱私感,讓各種類型的消費者均能感到舒適,另外,加強裝潢擺飾及氛圍營造及善用餐廳窗外景觀之優勢以提升消費者之知覺價值。
With the living and consumption patterns change, consumers no longer simply be met by the product itself, consumers by both rational and emotional impact, Making increasingly important in shaping “consumer scenarios”, therefore, in order to pursue greater profit margins and higher consumer satisfaction, industry began to attach importance to consumers perceptual feel, satisfy consumers become critical factor. This study aimed to explore the store atmosphere and consumer sentiment on what the impact of perceived value, And based on the research results as a management reference. This study used questionnaires, 327 valid questionnaires were collected, and using multiple regression analysis to examine the relationship between variables affecting. The results showed, this restaurant''s consumer groups to 20-49 years old, college education, occupation of Business Services and monthly income of 20,001-40,000 yuan of married females. In the store atmosphere on consumer emotional, To "Facilities aesthetics" and " Employee factors" the greatest impact, followed by " Spatial layout " , In the store atmosphere and consumer emotion of perceived value, store atmosphere "Facilities aesthetic", " Spatial layout " and " Employee factors " and consumer emotion in the "interest" the greatest impact, Therefore, this study assumptions are established. This study suggests that additional meals industry for consumers to choose and to strengthen meals quality control,and In the shop offers landscape planting to enhance privacy, The various types of consumers feel comfortable, in addition, to strengthen decorating decorations and atmosphere to create and optimize restaurant window landscape strengths to enhance the consumer''s perceived value.