網路推薦餐廳之內容對消費者品牌態度之影響

The Effect of the Recommendation Systems on Customers' Brand Attitude towards Full-Service Restaurants

黃品璇(PIN-HSUAN HUANG)

指導教授 ： 陳澤義

國立臺北大學/商學院/國際企業研究所/碩士(2016年)

摘要

本篇論文的主要目的為探討網路上推薦的內容如何影響潛在顧客對於餐廳品牌態度，進而影響最終的購買意圖。利用結構方程的分析，本研究調查了三大網路評論要素：主觀的產品經驗，中立的焦點目標以及富有彈性的關鍵時刻。這些變數有助於建立品牌態度，進而影響消費者的感知價值。具體而言，結論顯示以消費者為主的網路推薦系統不僅能幫助潛在顧客建立基本的認知，另一方面也可以促進剛成立的新餐廳增加銷售量。本研究提供餐廳管理者對消費者的偏好有基本的概念。

關鍵字

行為意圖 ； 品牌態度 ； 關鍵時刻 ； 焦點目標 ； 產品經驗

並列摘要

This study proposes a conceptual model for examining how the content of online reviews affects the brand perceptions of novice customers, resulting in their eventual intention to purchase from restaurants. Using structural equation modeling analysis, this study investigates three major elements of online reviews: subjective product experiences, neutral statements of outcome focus, and flexibility presented in the moment of truth. These elements have a direct influence on brand perception and perceived consumer value. Specifically, the results show that the cycle of online customer-based recommendations can serve to mitigate newly-established restaurants’ sales. Understanding this relationship is important for managers, and this study provides them with general perspectives on consumer emphasis. This study should have a significant impact on the restaurant industry, as it identifies the concerns of diverse individuals with regard to full-service restaurants, and discusses implications for academic researchers and marketing practitioners.

並列關鍵字

Behavioral intention ； Brand attitude ； Moments of truth ； Outcome Focus ； Product experience

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