| 摘要: | 人類歷經了長期的演化及發展，飲食扮演著至關重要的角色，除了滿足生理需求更有著不同層次與面向的意涵於其中，地理環境、氣候條件、宗教信仰、社會習俗等因素也塑造了各地獨有的飲食行為，人口的遷移使得不同地區的吃食和烹飪方式相互融合，造就了現今多元的飲食文化。
本研究旨在探討餐飲服務業之品牌形象、知覺價值、網路口碑與再消費意願間的關聯性，並以日本連鎖餐飲品牌「亞洲藏壽司」為實證分析對象。研究樣本採用問卷調查法進行收集，訪查對象為一般消費大眾，問卷共計回收337份，其中有效問卷為333份(98.8%)，資料分析採用敘述性統計、信度分析、獨立樣本ｔ檢定、單因子變異數分析、相關分析、迴歸分析等研究方法。
研究結果顯示：不同人口統計變項中的「性別」、「年齡」與「職業」對於知覺價值具有顯著性差異，其餘皆無。品牌形象對於知覺價值、知覺價值對於再消費意願、品牌形象對於再消費意願、品牌形象對於網路口碑、網路口碑對於再消費意願，均為正向顯著的影響。研究結果將提供業者在經營上擬定行銷與發展策略以及未來學術研究之參考。
Throughout human evolution and development, food has played a vital role in satisfying physiological needs and has different levels and orientations of meaning. Factors such as geography, climate, religious beliefs, and social customs have also shaped the unique eating behaviours of different regions, and population migration has led to the fusion of different regions' eating and cooking styles, resulting in today's diversified culinary cultures.
This study aims to investigate the relationship between brand image, perceived value, Internet word-of-mouth (IWOM), and reconsumption intention in the food service industry, and uses the Japanese chain food and beverage brand ‘Azusa Sushi’ as the subject of empirical analysis. The sample of the study was collected by questionnaire survey, and the target population was the general consumers. 337 questionnaires were collected, among which 333 questionnaires (98.8%) were valid, and the data were analysed by narrative statistics, reliability analysis, independent sample t-test, one-way analysis of variance, correlation analysis, regression analysis, and other research methods.
The results of the study show that ‘gender’, ‘age’ and ‘occupation’ among different demographic variables have significant differences on perceived value, while the others do not. Brand image has a positive and significant effect on perceived value, perceived value on willingness to reconsume, brand image on willingness to reconsume, brand image on IWOM, and IWOM on willingness to reconsume. The results of this study will provide reference for industry players to formulate marketing and development strategies and for future academic research. |
