本研究目的在探討泰式餐廳產品品質、實體環境、異國真實性、知覺價值與行為意圖之間的關係。本研究範圍以2012年泰國商務處公布台灣獲得泰國皇家政府認證之泰精選(Thai Select)泰國餐廳的消費者為問卷發放對象。採配額抽樣方法,共發出400份問卷,有效問卷303份。本研究以結構方程模式分析,研究發現:產品品質對知覺價值有顯著正向影響效果;異國真實性(氣氛)對知覺價值有顯著正向影響效果;知覺價值對行為意圖有顯著正向影響效果;產品品質對行為意圖有顯著正向影響效果。中介影響效果部分,產品品質會藉由知覺價值的中介效果,正向影響行為意圖;異國真實性(氣氛)會藉由知覺價值的中介效果,正向影響行為意圖。 根據研究結果顯示,餐廳的產品品質與異國的真實性氣氛表現會提升消費者的知覺價值,進而產生正面的行為意圖。因此,建議業者應掌握產品品質的水準,著重餐廳的異國氣氛表現,強化消費者對知覺價值之認知,以提升消費者再購意願及口碑宣傳之意圖,相信對提升餐廳營業額與知名度有很大的幫助。
The study focuses on Thai restaurant customers and examines the relationship among product quality, physical environment, ethnic authenticity, perceived value, and behavioral intentions. Quota sampling was applied to collect 303 valid questionnaires from the customers who have experienced Royal-Thai-Government-guaranteed Thai Select restaurants in Taiwan. Structural equation modeling (SEM) was utilized to analyze the data and to verify the hypotheses. The results indicate that significantly and positively, product quality influences perceived value;ethnic authenticity (atmosphere) influences perceived value;perceived value influences behavioral intention;product quality influences behavioral intention. The findings also suggest that perceived value mediate the relationship between product quality and behavioral intention;perceived value mediate the relationship between ethnic authenticity (atmosphere) and behavioral intention. The product quality and authentic atmosphere of ethnicity in restaurants elevate the customers’ perceived value and create positive behavioral intention. Therefore, restaurant managers should control product quality and focus on ethnic atmosphere to strengthen customers’ perceived value to elevate purchase intention or word of mouth. The accomplishment will increase income and fame for restaurants.