| Summary: | 碩士 === 康寧大學 === 餐飲管理研究所 === 107 === In recent years, the development trend of Taiwan's sightseeing and recreation areas has been dominated by large domestic theme parks. According to the statistics report of Tourism Bureau (2017), the number of tourists exceeded 100 million in Janfusun Fancy world. The recreation area provides a wide range of services, including food and entertainment, and it can be seen that consumption options are diversified. The Janfusun Fancy world restaurants consists of Chinese and Western restaurants, etc. Based on the theory of planned behavior, this study explores the factors that influence consumers' consumption of Chinese restaurants in Janfusun Fancy world, and finds out how to attract consumers under numerous choices effectively.
This study explores the impact of attitudes, subjective norms, behavioral control on consumer willingness, and explores the impact of consumer background on attitudes, subjective norms, behavioral control, and consumer willingness. This study used online questionnaires to collect 347 valid questionnaires for statistical analysis. The result reveals that,
1. The consumer willingness will be influenced by attitude, subjective norm, normative beliefs, perceived behavioral control.
2. The consumer background will partially affect attitudes, subjective norms, behavioral control and willingness to consume.
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