臺灣博碩士論文加值系統

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。

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.

TABLE OF CONTENTS
ABSTRACT………...…………………………………………………………I
ACKNOWLEDGEMENTS…………………………………………………V
TABLE OF CONTENTS…………………………………………………...VI
LIST OF TABLES…………………………………………………………...X
LIST OF FIGURES……………………………………………………….XIV
CHAPTER ONE INTRODUCTION ….……..…………………………...1
Background of the Study………………………………………………....1
Research Question………………………………………………………..3
Purpose of the Study……………………………………………………...4
Significant of the Study…………………………………………………..4
Research Procedures……………………………………………………...5
CHAPTER TWO LITERAURE REVIEW…...…………………………..7
Consumption Atmosphere………………………………………………...7
Word-of-Mouth.……………………………………………………….....10
Perceived Values………………………………………………………....13
Behavioral Intentions………..……………………………..…………….15
Summary……………………………………………………………........17
CHAPTER THREE METHODOLOGY……………………………….19
Research Hypotheses…………………………………………….………20
Operational Definitions…………………………………………………..24
Consumption Atmosphere…………………………………..……...24
Word-of-Mouth……………………...……………………………..27
Perceived Values………………………………………...………....28
Behavioral Intentions………………………………..……………..29
Research Design and Sampling Methods……………….……………….30
Participants……………………………………………..………………...31
Instrument……………………………………….…………………….....32
Data Collection Procedures……………………...…………………….....33
Statistical Data Analysis………………………………………………....34
Pilot Study………………………………………………………………..35
CHAPTER FOUR RESULTS…………………………………………..37
Response Rate……………………………………………………………37
Demographic Analysis…………………………………………………...38
Reliability Analysis………………………………………………………41
Validity analysis………………………………………………………….43
Factor analysis…………………………………………………………...44
Descriptive statistics of Variables………………………………………..52
Differences of Consumers Characteristics among variables……………..61
Path analysis…………………………………………………………….106
Hypotheses test…………………………………………………...107
Mediator test……………………………………………………...111
CHAPTER FIVE CONCLUSION…………………………………….121
The results of Study…………………………………………………….121
Marketing Managerial Implications…………………………………….129
Limitations……………………………………………………………...132
Suggestions for Future Study…………………………………………...132
Reference…………………………………………………………………...133
Appendix A (Questionnaire - Chinese Version)………………………….145
Appendix B (Questionnaire - English Version)…………………………..150


LIST OF TABLES
Table 1 Consumption Atmosphere Items……………………………….....25
Table 2 Word-of-Mouth Items …………………………….……………...28
Table 3 Perceived Values Items……………….………………………......29
Table 4 Behavioral Intentions Items……………………………...…….....30
Table 5 Cronbach’s Alpha of Pilot Study Reliability……………………...36
Table 6 Response Rate of Questionnaires…………………………………38
Table 7 Demographic Analysis of Customers……………………………..39
Table 8 Reliability Analysis……………………………………………….42
Table 9 Factor Analysis of Consumption Atmosphere……………………45
Table 10 Factor Analysis of Word-of-Mouth……………………………….48
Table 11 Factor Analysis of Perceived values……………………………...50
Table 12 Factor Analysis of Behavioral Intentions…………………………51
Table 13 Descriptive Statistics of Consumption Atmosphere……………...53
Table 14 Descriptive Statistics of Word-of-Mouth…………………………57
Table 15 Descriptive Statistics of Perceived values………………………..58
Table 16 Descriptive Statistics of Behavioral Intentions…………………...60
Table 17 Independent Samples T-Test of Gender versus Consumption Atmosphere……………………………………………………….62
Table 18 Independent Samples T-Test of Gender versus Word-of-Mouth…63
Table 19 Independent Samples T-Test of Gender versus Perceived values...64
Table 20 Independent Samples T-Test of Gender versus Behavioral Intentions………………………………………………………….65
Table 21 One-way ANOVA of Age versus Consumption Atmosphere……..66
Table 22 One-way ANOVA of Age versus Word-of-Mouth………………..68
Table 23 One-way ANOVA of Age versus Perceived Values………………69
Table 24 One-way ANOVA of Age versus Behavioral Intentions………….71
Table 25 Independent Samples T-Test of Marital Status versus Consumption Atmosphere……………………………………………………….73
Table 26 Independent Samples T-Test of Marital Status versus Word-of-Mouth……………………………………………………74
Table 27 Independent Samples T-Test of Marital Status versus Perceived Values……………………………………………………………..75
Table 28 Independent Samples T-Test of Marital Status versus Behavioral Intentions………………………………………………………….76
Table 29 One-way ANOVA of Residence versus Consumption Atmosphere…………………………………………………….....77
Table 30 One-way ANOVA of Residence versus Word-of-Mouth…………79
Table 31 One-way ANOVA of Residence versus Perceived Values………..80
Table 32 One-way ANOVA of Residence versus Behavioral Intentions…...82
Table 33 One-way ANOVA of Occupation versus Consumption Atmosphere………………………………...……………………..84
Table 34 One-way ANOVA of Occupation versus Word-of-Mouth………..86
Table 35 One-way ANOVA of Occupation versus Perceived Values………88
Table 36 One-way ANOVA of Occupation versus Behavioral Intentions….90
Table 37 One-way ANOVA of Education versus Consumption Atmosphere………………………………………………………92
Table 38 One-way ANOVA of Education versus Word-of-Mouth…………94
Table 39 One-way ANOVA of Education versus Perceived Values………..96
Table 40 One-way ANOVA of Education versus Behavioral Intentions…...97
Table 41 One-way ANOVA of Average Monthly Income versus Consumption Atmosphere………………………………………...99
Table 42 One-way ANOVA of Average monthly income versus Word-of-Mouth………………………………………………….101
Table 43 One-way ANOVA of Average monthly income versus Perceived Values……………………………………………………………103
Table 44 One-way ANOVA of Average monthly income versus Behavioral Intentions………………………………………………………..105
Table 45 Path Analysis of Consumption Atmosphere and Word-of-Mouth on Behavioral Intentions…………….……………………………...108
Table 46 Path Analysis of Consumption Atmosphere and Word-of-Mouth on Perceived Values………………………………………………...109
Table 47 Path Analysis of Consumption Atmosphere, Word-of-Mouth and Perceived Values on Behavioral Intentions……………………...110
Table 48 Results of Hypotheses Testing…………………………………..113



LIST OF FIGURES
Figure 1 Research Procedure………………………………………………...6
Figure 2 Research Framework …….……………………..………………...19
Figure 3 The Direction for Mediator Measurement……………………….107
Figure 4 Mediator Model………………………………………………….112

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