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題名：餐廳外觀風格與綠化程度對偏好與消費意圖之影響
書刊名：建築學報
作者：江彥政 引用關係／何立智 引用關係／翁珮怡／陳琮霖
作者(外文)：Chiang, Yen-cheng／Ho, Li-chih／Weng, Pei-yi／Chen, Cong-lin
出版日期：2017
卷期：99
頁次：頁79-95
主題關鍵詞：景觀效益；自然度；外觀設計；綠化；Landscape benefit；Naturalness；Exterior design；Greening
原始連結：連回原系統網址new window
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  • 共同引用共同引用:48
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上餐廳吃飯不僅重視味嗅覺上滿足，更需要舒適環境和賞心悅目的視覺感受。研究指出綠色環境可使人獲得心理正面效益，但較少探討餐廳風格和綠化是否會影響消費者的消費意圖。據此，故本研究目的探討不同餐廳外觀風格與綠化程度對消費者的偏好與消費意圖之影響。實地拍攝約200 間餐廳，挑選出80 張照片，請50位受測者觀看80 張照片並依分為四類：異國風情、田園鄉村、復古懷舊與人文藝術，再依每類各選出8 張照片，四類型計32 張為正式施測照片，以網路問卷方式發放，共獲得336 份樣本。結果指出田園鄉村最受人們偏好、消費意圖最高。另外，高綠化程度的餐廳明顯受到人們偏愛且消費意圖亦較高。偏好與當下、未來消費意願間均達顯著正相關。本結果期能應用於餐廳外觀之景觀設計，適度的綠化與合適的風格搭配，不僅能吸引人們前往消費，對景觀改善亦有莫大的價值。
When eating at a restaurant, consumers no longer focus only on the satisfaction of taste and fragrances, but also on physical sensory enjoyment, comfortable environments, and pleasing visual experiences. Previous research has indicated that green environments have numerous psychological benefits. However, few studies have examined whether restaurant style and greening influences consumer intentions. We investigated the influence of various exterior styles and degrees of greening in restaurants offering scenic views on consumer preferences and consumer intentions. This study took photographs of approximately 200 restaurants. We selected 80 of these photographs and asked 50 participants to view them and select 8 photographs from four categories, namely exotic, rustic, nostalgic, and artistic. A total of 32 photographs were used. During the formal investigation, online questionnaires were distributed. We had 336 valid samples. The results indicated that the consumers preferred and had the highest consumer intentions toward the rustic restaurants. In addition, people clearly preferred and had high consumer intentions toward restaurants with high degrees of greening. Preferences were positively associated with present and future consumer intentions, indicating that consumer intentions increased according to the preferences of consumers. The results of this study can be applied to exterior landscape designs for restaurants. Moderate greening and suitable restaurant styles can attract consumption and are highly valuable for landscape improvements.
期刊論文
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學位論文
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2.黃添進(2000)。網路問卷調查可行性評估研究(碩士論文)。國立臺北大學。  延伸查詢new window
3.林明鋒(2005)。以體驗行銷觀點探討景觀咖啡廳的商店氣氛因素及知覺價值之研究--以新社地區為例(碩士論文)。朝陽科技大學。  延伸查詢new window
4.邱昱淂(2005)。校園植栽環境與國小學童景觀偏好之研究--以台北市士林區為例(碩士論文)。中國文化大學。  延伸查詢new window
5.謝宗霖(2005)。電子網頁中診斷性與非診斷性訊息對訊息回憶與購買傾向的影響--以景觀餐廳電子網頁為實驗情境(碩士論文)。國防管理學院。  延伸查詢new window
6.鄭翊偉(2007)。台中市景觀餐廳風格之景觀偏好與消費意圖關係之研究(碩士論文)。逢甲大學。  延伸查詢new window
7.廖文蘭(2014)。消費者美感生活型態對景觀餐廳願付價格之研究(碩士論文)。輔仁大學。  延伸查詢new window
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圖書
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圖書論文
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