異國料理餐廳服務環境、消費者異國料理態度、與購買意圖關係之研究：以美式、日式餐廳為例

The Relationships among the Servicescape of the Ethnic Restaurants, Consumer Attitudes, and Purchase Intention toward Ethnic Cuisines: A Case Study of the American and Japanese restaurants

陳鈺涵(Yu-Han Chen)

指導教授 ： 林宜親

國立高雄餐旅大學/餐旅學院/餐旅管理研究所/碩士(2013年)

https://doi.org/10.6825/NKUHT.2013.00057

摘要

本研究主要探討美式、日式餐廳「服務環境」、「消費者異國料理態度」對「購買意圖」之影響，以過去一年曾至美式、日式餐廳用餐的18歲以上消費者作為研究對象。本研究問卷分為「餐廳服務環境、消費者異國料理態度與購買意圖」與「消費者背景資料」兩部分。於2013年3月27日至4月5日以滾雪球抽樣方式進行問卷調查，共發放380份，回收有效問卷329份。本研究樣本以18-34歲的女性居多，職業多為服務業。研究結果發現，美式、日式餐廳服務環境的「周遭環境」、「內部設計」對「消費者異國料理態度」皆有顯著正向影響。美式、日式餐廳「消費者異國料理態度」對「購買意圖」皆會產生顯著的影響效果。美式餐廳「周遭環境」會透過「消費者異國料理態度」對「購買意圖」產生顯著的影響，為完全中介效果。日式餐廳「周遭環境」亦會透過「消費者異國料理態度」對「購買意圖」產生顯著的影響，但部分中介效果。

關鍵字

服務環境 ； 消費者異國料理態度 ； 購買意圖

並列摘要

This study aimed to explore the effects of the servicescape of American and Japanese restaurants, consumer attitudes on purchase intention. The sample of this study were consumers aged eighteen and above, who have been to American and Japanese restaurants over the past year. The questionnaire used in this study consists of two sections: first section was the servicescape, consumer attitudes and purchase intention, the second section was dining experience in American and Japanese restaurants. The study was conducted from March 27th to April 5th in 2013 by using snowball sampling. A total of 380 questionnaires were distributed and 135 valid questionnaires were completed. The results of this study showed that the majority of participants were female college graduates who were aged 18~34, and mainly working in the service industry. The “ambience” and “interior design” of American and Japanese restaurants had significantly positive effects on consumer attitudes. Consumer attitudes toward ethnic cuisines had significantly positive effects on purchase intention in American and Japanese restaurants. Consumer attitudes toward ethnic cuisines completely mediated the impacts of the “ambience’’ of American restaurants on purchase intention. Consumer attitudes toward ethnic cuisine partly mediated the impacts of the “ambience’’ of Japanese restaurants on purchase intention.

並列關鍵字

servicescape ； consumer attitudes ； purchase intention

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