台灣餐飲業規模己近四仟億，在餐飲業的同質性高競爭白熱化下，如何迎合消費者的需求，將是餐飲業者能否永續經營的一項重要關鍵因素，近年來食品品質帶給消費者隱藏傷害，也讓消費者對餐飲業的選擇上更加嚴謹，因此本研究並採用Lutz (1991)所提出由認知-情感-行為三成份所組成態度，又稱ABC模式，結合學者Lavidge and Steniner (1961)與Kotler (2000)提出反應層級模式的理論來探討顧客行為意圖，作為研究架構基礎。顧客行為意圖來自態度，當消費者先廣泛取得產品訊息後，產生產品信念(認知)，根據信念形成評價(情感)，才透過意圖階段進入採用行為，經由個人的學習行為而產生的情感及評價反應，將影響消費者的行為意圖。本研究調查以大台中都會區餐廳消費之顧客，共發出300份問卷，有效回收問卷數288份。研究結果發現：食品品質為顧客行為意圖的驅動因子，在顧客互動需經由情感因素才能影響行為意圖，因此消費者的購買行為，是經由一連串的反應漸進而來的。品牌形象具干擾效果，所以具高品牌形象，會降低顧客心中知覺風險，相對的提高顧客心中正向價值，有助於強化顧客行為意圖。 The gross income of restaurant industry in Taiwan is reaching four hundred thousand million. That results in increase of homogeneity and competition. It has become an important factor to continually operate the business successfully for how to keep adjustable for satisfying consumer demand. Recently, more and more consumers become careful when make a decision for selecting restaurants due to negative news of food quality. According to the ABC model if Lutz (1991) and the reaction model of Lavidge & Steniner (1991)；Kotler (2000) as my research foundation. My research is about the customers in Taichung, and I sent out 300 questionnaires, there were 288 questionnaires available.The results of this study are as follows: food quality is a driving factor behind customer behavioral intentions; therefore, customer interaction must include emotional factors to affect behavioral intentions; thus, consumer consumption behavior is gradually formed through a series of reactions; and brand image possesses a moderating effect. A positive brand image can lower customers’ perceived risk, thereby enhancing their internal positive value and reinforcing customer behavioral intentions. In this study, we adopted three listed and well-known food and beverage brands in Taiwan as the primary research subjects. The study results contribute to management in the food and beverage industry and future development trends, as well as enhance marketing efforts. The results of this study may serve as reference for the food and beverage industry regarding future operation and management directions.
