過去文獻中對於商店氣氛的研究眾多且廣泛,近來也開始將氣氛的研究運用於餐廳上。尤其台灣近幾年的燒烤餐廳如雨後春筍般地開張,各種形式和風格皆有,但以燒烤餐廳為對象的研究卻相當稀少。因此,本研究以台灣規模最大的單點式連鎖燒烤餐廳--乾杯燒肉屋為對象進行研究,探討餐廳氣氛是否會對消費行為產生影響,並在研究中加入知覺價值作為中介變數,以了解餐廳氣氛是否會透過知覺價值影響行為意圖。研究結果顯示,餐廳的「環境設計」、「空間規劃」,以及「人員與氛圍」皆會對消費者的「再購意願」、「推薦意願」產生顯著的影響,其中以「人員與氛圍」的影響效果最大,「環境設計」次之,「空間規劃」的影響效果較小。此外,餐廳氣氛對知覺價值有顯著的影響效果,並且會透過知覺價值影響行為意圖。
There werenumerous and extensive research in store atmosphere for the past literature. The study of atmosphere also began to be used in restaurants in recent studies, but it was rather scarce in grill restaurant.Especially in recent years, grill restaurants had opened fast in variety of forms and styles in Taiwan.Therefore, this studyused the largest chain of grill restaurant – Kanpai as a research object. Explore restaurant atmosphere had an impact on consumer behavior, and adding perceived value as a Mediator variable in the study, to understand whether the atmosphere in the restaurant will through perceived value influence behavior intentions or not. The results showed that the restaurant atmosphere "environmental design", "space planning" and "staff and atmospheric" had a significant impact to consumers’ "repurchase intention" and "willingness to recommend". The results showed the factors, according to its importance, were relatively staff and atmospheric, environmental design, and space planning.Restaurant atmosphere had a significant effected on perceived value, and impacted on behavioral intentions through perceived value.