| Summary: | 碩士 === 國立臺灣大學 === 國際企業學研究所 === 107 === Social influence is a popular topic in the field of consumer behavior. In a typical consumption scenario, interaction with sales or service personnel may affect the customer''s experience and consumption behavior. However, the mere presence of other customers may influence consumer behavior and decision-making as well. In social psychology, the influence of the mere presence of others can be explained by Social Facilitation Theory. Although empirical research have found that Social Facilitation Theory can be applied to various occasions, there are few marketing-related literatures. However, in the servicescapes like restaurants, besides the service personnel, the mere presence of others are very likely to influence customers’ dining behavior and even the customer experience, which affects the repurchase intentions. As a result, we aim to explore the possible influence of mere presence of others on the customer''s behavior, affect and dining experience in the buffet restaurants. We also consider social learning, imitation, and personality traits may moderate the influence of social influence. Through the in-depth interviews, we find that according to customers’ own experience and stereotypes, they instinctively increase the attention to the mere presence of the heterogeneous others and have the automatic tendency to imitate the homogeneous others while picking meals. According to those findings, we expand the previous research and propose a conceptual model of the influence of mere presence of others on customer experience in the buffet restaurants. Finally, related marketing implications and suggestions for the buffet restaurants are provided and the limitations and further directions of this research are discussed.
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