Exploring experience's value of the theme restaurants from the main theme quality and the fusion of experience's media

• Main Authors: Huei-Jhen.Wu, 吳慧真
• Other Authors: Nan-Shan JIAN
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/58199391188709225974

碩士 === 南台科技大學 === 企業管理系 === 97 === The concept of theme restaurants in the building based on the consumer experience. The theme restaurant is to make use of to decorate inside the store, outside environments such as equipment, music and attendant etc. to surround a theme and then create a kind of special atmosphere, the expectation can bring the consumer the different experience value.This research delivers the fusion degree of topic value to inquire into the value of the consumer's experience toward different theme restaurant from the topic characteristic and the experience media.The topic characteristic takes the brand personality quantity form Jennifer Aaker(1997) as foundation and experience media with the attendant, special exhibition sell, expand design and identify system, meal taste, and space decoration...etc. six dinner hall the program design factor for foundation, and experience value then with Mathwick, Malhotra and Rigdon(2001) develop of four types for measure foundation. Beardsworth and Bryman(1999) are classified into reliquary theming, parodic theming, ethnic theming, and reflexive theming...etc. four topic restaurant, this research is each to select by examinations two to match to categorize the conditional topic restaurant(total 8) as research object in county City, Tainan according to this penny, Be agreed that the juniors goes research inquisition by the operator and the customer, each restaurant is each to collect 35 valid samples, total 280. The research finds that there is in the topic characteristic and the experience media notable difference in four kinds of different restaurant of the type topics as a result, the topic characteristic in the special and surprised aspect is notable than three other restaurants, and reflexive theming is lower in the type; At the apathetic and sad aspect, with reflexive theming type more is notable; in the enthusiasm and cheerful aspect, reliquary theming type is more notable, because the main theme restaurant under this kind of type has a happy feeling when people have meal. At the traditional and common aspect, reliquary theming is more obviously than other restaurant. Experience's media in the attendant, the ethnic theming is notable than other three type; at the special exhibition, reliquary theming is obviously notable, mainly display a special article; at the expanding design, reflexive theming is notable than other three type; In the aspects of identifying system, parodic theming is higher notable that decorate whole space, and placard or inner part decorate with strong theme; At the meal’s taste, the ethnic theming is subjected to the favor of customer and probably cooks a way particularly, because that can more attract consumers to go dining; in the decoration of space , reliquary theming is more notable, because this type restaurant set anything according to the topic inside the store. Finally the main theme quality are for experience's value of the theme restaurants, the most special is the enthusiasm and cheerful aspect in any theme restaurant is all notable, the show of consumer can have a happy feeling in the experience dining process. the Experience's media are for experience's value of the theme restaurants, that is worth notice of the expanding design in the playfulness and aesthetics, and means a topic restaurant if emphasize the advertisement and promotion activity on the contrary reduce the amusement effect for dinning. And the meal’s taste in the playfulness is also present a negative notable, maybe a meal flavor, menu programme , dinner plate tools and implements are so special ,but can’t inspire consumer to go dinning that can temporarily forget annoyance in all real lives.