| Summary: | 碩士 === 亞洲大學 === 休閒與遊憩管理學系 === 104 === Restaurant industry in Taiwan has become more and more diversified and competitive. Recently, restaurant aesthetics has been empathized as a useful strategy to differentiate competitors, relative topics has also attracted academic researchers interests. However, more researches are still needed for the understanding on how aesthetics works, for example, the measurements of restaurant aesthetics, its effects on consumers’ satisfaction and behavioral intention etc. Therefore, this study constructed a framework to test the effects of restaurant aesthetics, service quality, and product quality on consumer’s satisfaction and behavioral intention. 399 valid questionnaires were successfully gathered from a themed restaurant near Asia University, Taiwan. The data was estimated with multiple Regression models. The main findings are as follows. Firstly, the measurements of restaurant aesthetics conducted based on literatures and expert workshop including four dimensions (sense of taste, auditory sense, sense of touch, sense of smell) and 11 items, has been confirmed by EFA to have highly validity and reliability; Secondly, service quality, product quality, and restaurant aesthetics are highly associated with consumer’s satisfaction, in which service quality played the most important role; in addition, consumer’s satisfaction has also been found to have significant positive impact on consumer’s behavioral intentions. Several recommendations were provided accordingly.
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