色彩增添了我們日常生活的豐富度，色彩甚至可以影響人的意象。近年來，隨著消費者漸漸對餐廳的用餐氣氛的重視，無論是餐廳的外部色彩亦或是內部色彩，都有可能影響消費者的選擇，並進一步影響心理感受。本研究旨在探討餐廳外部色彩所產生出的色彩心理、意象及偏好對消費者購買意願的影響，並了解餐廳外部色彩與空間特性對消費者的知覺感。關子嶺MGC為色彩鮮豔之餐廳，於關子嶺風景區中特別明顯。本研究藉由問卷發放，瞭解遊客到關子嶺MGC餐廳用餐動機、餐廳色彩意象之構築在旅遊景區之呈現，並就餐廳之空間特性所呈現之休閒氛圍做認知瞭解。研究結果希冀可幫助業者在色彩觀點對消費者消費意願與知覺價值之影響與色彩在空間特質表現之參考。 Color not merely makes life colorful, but also affects human’s thinking. For that matter, a restaurant’s internal and external colorful decorations may influence customer’s choices, and further affects their feelings, particularly under the intendancy of customers’ emphasis on atmosphere of restaurant recently. In this regard, this study aims to explore how a restaurant — MGC restaurant in Kuantzuling taken as an example in this paper which is the most conspicuous one — explicitly influences customers’ purchase intention by its external decoration color psychology, images, and preference, and then to investigate how these features of external color and space effect on customers’ sense perception. By questionnaires, tourists’ motivation to MGC restaurant, the construction of restaurant’s color image in performance of tourist attractions, and casual atmosphere invoking from restaurant’s space are main concerns of this research. Based upon the discussions above, this research result looks forward to offering restaurant owner a reference on effects of color in space to customers’ purchase intention and perception value.
