| Summary: | 碩士 === 國立高雄應用科技大學 === 觀光與餐旅管理研究所 === 104 === With the global economy growing rapidly and the societies growing more affluent, dinning out has become an important part of life. Consumers not just go to restaurant to enjoy delicious food; they pay more attention to the environmental deco and ambience of the restaurant. To satisfy this trend, restaurateurs have created theme restaurants that combine gourmet food with unique theme ambience to provide an extraordinary dining experience to today's consumers.
The main purpose of this study was to explore the factors affect consumers’ decisions to choose cartoon theme restaurants. Specifically, this study focused on motivations, post-consumption satisfactions, and loyalty as whether they will patronize again. The outcome of this research will help to make a deeper understanding of trends of cartoon theme restaurant in Taiwan market to serve as a very important indicator.
This study adopted a convenience sampling procedure using consumers of Kaohsiung cartoon theme restaurants as research objects. Questionnaires were distributed online and in person. Three –hundred and fifty-eight (358) usable questionnaires were collected. Data were analyzed via descriptive statistical analysis, reliability analysis, item-analysis, factor analysis, independent sample t-test, one-way ANOVA, and Pearson product correlation analysis.
Study revealed that theme restaurant consumers with different demographic background variables were significantly different on motivation, satisfaction, and loyalty. In addition, positive correlations were detected among consumer motivation, consumer satisfaction, and consumer loyalty. Finally, discussions and recommendations were made based on research findings to provide the industry for future improvement.
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