| Summary: | 碩士 === 東海大學 === 餐旅管理學系 === 101 === The goal of this research is to explore the influences of food ingredients and restaurant image towards consumers ‘judgments upon the market prices for seasonal dishes. The research adopted the EKB mode and used the experimental method to collect the data from the Y-generation consumers in Taichung area. One hundred and twenty questionnaires were collected within one and half months, and they were analyzed with T-test, One-way Analysis of Variance, and Two-way Analysis of Variance. The results revealed that both food ingredients and restaurant image had significant influence on the expected market prices for seasonal dishes, but the interaction between them was not outstanding. Moreover, the seasonal dishes drew the higher consumer risk consciousness on the market price easily, and it generated only around 50% average purchase intention overall; the purchase intention dropped remarkably especially when the food ingredients and restaurant image failed to meet each other. The final findings also showed the meals offered were the core products of a restaurant but Y-generation consumers tended to evaluate the value of the meals according to the relevant visual information in the restaurant. Therefore, it led to the situation of the recency effect much more strong than the primary effect. The research suggested that the owners of the catering industry should focus on the overall image of a restaurant such as upholstery, decoration or utensils to increase the reserve price in the minds of consumers, and then minimize the gap between the expected market prices from consumers and the real prices charged by the restaurants.
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