本研究以台灣連鎖燒烤餐廳爲對象進行研究，探討影響大學生選擇連鎖燒烤餐廳的因素及其在外用餐時所重視之消費價值，並了解其相互關係。本研究以便利抽樣的方式進行問卷調查，共計發出400份問卷，有效問卷爲293份，回收率爲73.2%。研究結果顯示，消費者對連鎖燒烤餐廳所應具備屬性的重視程度，前三名分別爲「食物清潔衛生」、「餐點品質良好」及「環境乾淨」。而在消費價值的部分可被區分爲實用型價值(utilitarian value)和享樂型價值(hedonic value)，並發現多數因子與享樂型價值及實用型價值皆有顯著相關，但最明顯的是「裝潢具特色」這個特性，其與享樂型價值呈中度顯著相關但卻與實用型價值無顯著關係呈現。若業者能在這個部份加強，必能吸引具享樂型價值之消費者前往消費。

This study investigated the relationships between consumer values of eating-out and the importance of BBQ style restaurant attributes in Taiwan. The questionnaire was distributed to 400 consumers and obtained 293 valid questionnaires. The results suggested that "food safety", "food quality" and "environment cleanness" were most important attributes when consumers choosing the BBQ style restaurants. Additionally, the results also revealed that consumer values of eating-out divided into two factors; hedonic and utilitarian. Both values were significantly correlated with restaurant attributes, therefore, this empirical evidence indicated that both hedonic and utilitarian values would influence consumer's decision when choosing BBQ style restaurant.