本研究旨在探討消費者對連鎖與獨立餐廳其餐廳景觀環境的知覺偏好是否會影響其購買意圖。本研究採便利抽樣方式,依台北、台中、高雄地區人口數比例進行問卷分配,分別為165、67、68份,於2013年4月16日至22日至此三地區進行問卷調查,共計有效問卷共300份,有效問卷回收率83%。經因素分析後,消費者對餐廳之景觀環境知覺偏好方面得四個構面,分別為易讀性、一致性、多樣性、與神秘性。迴歸分析結果可發現,連鎖與獨立餐廳之餐廳景觀環境知覺偏好對消費者購買意圖僅有部分達顯著影響效果,其中以神秘性的影響程度較高,其次為易讀性與一致性,而多樣性則沒有呈現顯著的影響。消費者對於連鎖與獨立餐廳的餐廳景觀環境知覺偏好及購買意圖呈現部分顯著的差異,其中以易讀性與一致性的差異較為明顯。建議餐廳業者應多加注重神秘之景觀環境的營造,以突顯餐廳特色,並吸引消費者前來光顧。
The study aimed to examine the influence of consumers’ perception preference for independent and chain restaurants’ landscape with servicescape on purchase intention. Questionnaires were distributed to 165 participants in Taipei, 67 in Taichung, and 68 in Kaohsiung by convience sampling from April 16th to 22th, 2013. A total of 300 valid questionnaires were collected, yielding 83% of valid response rate. Results showed that the perception preferences for restaurants’ landscape with servicescape consist of four dimensions: legibility, coherence, complexity, and mystery. The perception preferences have partial significant effects on purchase intention by regression analysis. Mystery has the most influence on purchase intention, followed by legibility and coherence; yet complexity has no significant impact. Besides, the perception preferences for restaurants’ landscape with servicescape and purchase intention in different restaurant types are partly significantly different, especially in legibility and coherence.It is suggested restaurant owners should pay more attention on creating the mysterious landscape environment to attract customers to patronize.