從消費氣氛、口碑與知覺價值探討行為意圖之研究-以台中市景觀餐廳為例

Exploring the Influence of Consumption Atmosphere, Word-of-Mouth and Perceived Values on Behavioral Intentions—Taking Landscape Restaurants in Taichung City as an Example

陳俐君(Li-Chun Chen)

指導教授 ： 陳婉青 ； 林孟璋

朝陽科技大學/人文暨社會學院/應用英語系/碩士(2014年)

摘要

近年來，台灣興起的餐廳業者越來越重視消費環境，同時，消費者考慮的消費產品影響著他們的知覺與其建立的口碑是否值得去消費的。然而，只有少數的研究專注在餐廳行業裡的消費氣氛、口碑與知覺價值進而可能影響顧客的行為意圖。本研究目的為：一、探討消費氣氛、口碑、知覺價值與行為意圖間之關係。二、探討不同消費者的人口背景變項對消費氣氛、口碑、知覺價值與行為意圖的差異程度。 本研究採李克特氏五點量表的問卷，分數1為非常不同意至5為非常同意。以台中景觀餐廳為例，並對曾造訪過安妮公主花園、心之芳庭以及薰衣草森林，三間其中一間景觀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500份問卷，有效回收445份，有效回收率為89%。在統計分析方面採以敘述性統計分析、獨立樣本t 檢定、單因子變異數分析與路徑分析加以探討。而本研究歸納出幾點重要實證結論如下： 一、消費氣氛對顧客知覺價值呈現正向顯著影響。 二、口碑對顧客知覺價值呈現正向顯著影響。 三、顧客知覺價值對行為意圖呈現正向顯著影響。 四、消費氣氛對行為意圖呈現正向顯著影響。 五、口碑對行為意圖呈現正向顯著影響。 六、消費氣氛及口碑會透過顧客知覺價值對行為意圖皆有直接與間接的顯著影響。因此，顧客知覺價值可視為中介者，尤其在口碑的影響程度上最大。 本研究結果可提供在市場上的經營管理人，清楚瞭解消費者的期望與需求，也可提供未來研究者瞭解市場領域的引導方針。

關鍵字

知覺價值 ； 口碑 ； 消費氣氛 ； 行為意圖

並列摘要

Recently, restaurants in Taiwan have paid increasing attention to the consumption environment. In the meantime, consumer considerations of whether a product is worth consuming or not affect their perceptions and word-of-mouth. However, only a few studies have focused on consumption atmosphere, word-of-mouth and perceived values that may affect customer behavioral intentions in restaurant business. The purpose of this study was to explore (a) the relationships among consumption atmosphere, word-of-mouth, perceived values and behavioral intentions, and (b) the differences in consumption atmosphere, word-of-mouth, perceived values, and behavioral intentions among participants of different demographic backgrounds.
In this study, a questionnaire with 5-point Likert-type scale ranging served as the instrument. This study took landscape restaurants in Taichung as an example, and three restaurants were chosen in the study. The three landscape restaurants were Princess Annie's Garden, Moncoeur, and Lavender Cottage. Customers who dined in to any of the three landscape restaurants were asked to participate in the study. The survey was conducted from February 25 to March 29, 2014. Of 500 questionnaires distributed, 445 were valid; the response rate of the survey was 89%. The statistics analysis used in this study included descriptive statistics analysis, independent samples t-test, One-way ANOVA, path analysis.
The results revealed that significant relationships exist among consumption atmosphere, word-of-mouth, perceived values, and behavioral intentions. In addition, both consumption atmosphere and word-of-mouth have a significant direct and indirect influence on behavioral intentions through perceived values. Perceived values were regards as a mediator of the consumption atmosphere and word-of-mouth for behavioral intentions. The findings provide information to people in the marketing field, such as business managers, to clarify consumer expectations. The findings of this study can provide researchers with an enhanced understanding of the marketing field and directions for future studies.

並列關鍵字

behavioral intentions ； perceived values ； word-of-mouth ； consumption atmosphere

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