| Summary: | 碩士 === 朝陽科技大學 === 企業管理系碩士班 === 100 === In all aspects of the Letting all the emphasis on the new era, and for the "food", but also pay attention to, consumer demand is rising, eating Taiwanese food from the past, and now gradually eating different types and flavors of the restaurant, also appear due to this, the market on the exotic cuisine of the restaurants have mushroomed.
Services from production orientation towards service-oriented now, many companies have in the implementation of, and recent consumer demands of sensory experience. Good atmosphere is the most food and beverage industry business trends. Because the environment tends to affect people''s emotions, arising from the evaluation of different value, and ultimately affect the behavior of the surface; The purpose of this study:
1. To understand consumers store atmosphere, consumers’s emotion, customer value, cognitive and behavioral intention.
2. To explore the different consumer identity differences in the degree of store atmosphere, consumers’s emotion, customer value and behavioral intention.
3. To explore the store atmosphere and consumers’s emotion, the relationship between customer value and behavioral intention.
4. Compiled results as a reference for business management to provide relevant industry basis.
This research’s objects of studies were once to exotic cuisine restaurant consumers, and for their meal after the feelings, explore the relationship between each variable. The sample of this study total of 400 questionnaires, 342 were recovered, recovery rate of 85.5 percent. SPSS statistical software used to descriptive statistical analysis, reliability and validity analysis, t-test, ANOVA, factor analysis, correlation analysis, regression analysis to be explored. The major conclusions are summarized as follows:
1. The store atmosphere was part of the remarkable aspects of consumers’s emotion. In particular, is the most significant part of the sensory stimulation.
2. Store atmosphere was part of a significant customer value dimensions. Especially on the part of the sensory stimulation and style the most significant.
3. The consumers’s emotion was part of the significant dimensions of customer value are significantly positive consumer sentiment on the various dimensions of customer value.
4. Customer value on behavioral intentions up to a very significant impact, especially on the part of the entity value and price value is the most significant.
5. Store atmosphere partial significant positive effect on behavioral intention. Especially in the most significant part of the sensory stimulation.
6. Consumers’s emotion up to a very significant impact on behavioral intention. Especially in the most significant part of the positive emotions of consumers. performance.
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