異國餐廳用餐的感知與意向

Abstract

本研究主要針對台灣的消費者在選擇到異國餐廳用餐的意向與行為，並以解釋與預測個人行為的計劃行為理論 (Theory of Planned Behavior)作為分析途徑與研究架構。本研究亦探討休閒效益、主觀規範、知覺行為控制和行為意圖之間變項的關係，並且加入享樂價值 (Hedonic Value) 外在變項，以探討其中是否具有影響。本研究主要是透過網路發放問卷，並以結構方程模式 (SEM) 作為研究工具，及SPSS19.0 和 AMOS19.0來分析資料。研究結果顯示休閒效益和知覺行為控制對行為意圖有正向顯著影響，享樂價值亦會透過休閒效益和知覺行為控制對行為意圖有正向顯著影響，然而主觀規範對於行為意圖無顯著影響。除此之外，研究亦發現享樂價值對行為意圖有顯著影響。

The research framework of this thesis is based on Ajzen’s “Theory of Planned Behavior” (1985). The main purpose is to investigate the consumer’s behavioral intention, explore the relationships among each variable, and predict consumer’s intention. This research will help the businessmen survive competition and help develop sustainable strategies.In order to investigate and predict the consumer’s behavioral intention of eating at exotic restaurants, the author uses Internet questionnaire and applies 7-pont Likert-type scale, structural equation modeling, SEM) and statistical software AMOS 19.0 to analyzing the data. Through the analysis of the following variables: leisure benefit, subjective nor, perceived behavior control and a newly added “Hedonic values,”the author explores how these variables influence consumer’s attitude and intention of eating at exotic restaurants.