以往,餐飲業被認為應該選擇一個交通便利、人潮聚集的營業地點,然而,「巷弄餐廳」的興起,卻顛覆了不少消費者對於「餐廳地點」的認知。「價值」的動機在於獲致較佳的購買決策,並為影響消費者購買決策之因素,餐飲業內涵豐富、餐廳風格多元,餐廳顧客價值的相關研究卻相當缺乏,因此,本研究以Sheth, Newman & Gross(1991)的「消費價值理論」為基礎,以高雄地區的「金.卡蓮西亞」、「哩啦.哩啦」、「古柏鎮」、「素色原味」與「Macoto誠」等五間餐廳為研究對象,透過因素分析歸納出「功能性價值」、「社會性價值」、「情感性價值」、「新奇性價值」、「條件性價值」等五個價值構面,五項「價值構面」對消費者的「再度消費意願」有顯著的正向影響。此外,不同風格的「巷弄餐廳」,在「再度消費意願」上有顯著的差異。但是,不同「性別」、「年齡」、「職業」、「婚姻狀況」、「教育程度」、「每月收入」的消費者,在「再度消費意願」上並無顯著的差異。
The purpose of this research was to identify and analyze the consumers’opinions about Alley Restaurant in Kaohsiung City. To find the reason of consumers choose the Alley Restaurant. This study tries to understand consumers’ behavior intention through 5 Alley Restaurants by exploring and the interactions among five factors-- functional value factor, social value factor, emotional value factor, epistemic value factor and conditional value factor. This study refer to the consumer research from Sheth, Newman & Gross (1991), and discuss the relationship among five value factors and consumers’ bahavior intention in Alley Restaurant. There were 489 questionnaires valid. The research results are as following: (1) Five value factors have positively influence the consumers’ repurchase behavior intention. (2) There has no significant difference among consumers’ sex, age, career, family situation, education, incomes and repurchase behavior intention. (3) There has significant difference among type of Alley Restaurant and repurchase behavior intention.