臺灣博碩士論文加值系統

本研究的主要目的在探討餐廳內空間及社會性的密集程度以及與共餐者之親密程度如何影響消費者擁擠知覺、消費情緒及消費意願。在進行文獻回顧之後，利用結構方程模式技術將各變項依據其假設關係建立一個路徑模式以檢驗各變項之間的關連性。
研究設計使用實驗法，以「空間密度」、「社會密度」與「與共餐者之親密度」為本研究操弄之自變項，實驗採行2×2×3三因子混合設計，分別為空間密度（高空間密度 vs. 低空間密度）、社會密度（高社會密度 vs. 低社會密度）、與共餐者之親密程度（高親密程度 vs. 中親密程度 vs. 低親密程度）等，實驗步驟是先讓受試者閱讀虛擬的故事情境，再利用彩色圖片讓他們模擬當時餐廳內的擁擠程度，接著依當時感受填答問卷，其中「社會密度」及「與共餐者之親密程度」二因子以受試者間方式進行測驗，讓每一位受試者只能接受單一種的「社會密度」、「與共餐者之親密程度」所構成的實驗情境，至於「空間密度」因子則採用受試者內方式進行情境模擬，同一位受試者將以隨機順序接受「低空間密度」及「高空間密度」二種不同的情境模擬。虛擬故事情境依此分為十二個版本，並於版本中隨機排列各個選定的操弄。研究樣本來自294位台灣師範大學大學部之學生，這些資料經過電腦處理之後，使用SPSS 12.0版與AMOS 6.0版軟體進行各項分析。
研究結果發現，在直接效果的部分，「空間密度」及「社會密度」對於「空間擁擠知覺」與「社會擁擠知覺」有正向的影響，而「空間擁擠知覺」對於「正向消費情緒」有負向影響，對「負向消費情緒」有正向影響；「社會擁擠知覺」對於「正向消費情緒」有正向影響。「正向消費情緒」及「負向消費情緒」對於「消費意願」則分別有正、負向的影響，此外，受試者本身對於擁擠的容忍度，亦會對擁擠知覺對消費情緒間的關係產生部分調節作用，本研究所提出的大多數假設受到支持。最後，本研究根據研究結果對未來研究與實務提出建議。

The purpose of this study is to inquire how the spatial density, social density and the meal person's intimate degree influence consumer's perceived crowding, consumer emotion and patronage Intention. A hypothesized path model using structural equation modeling was proposed to examine the correlation of variables.
This study is an experimental research which aims to investigate the effects of spatial density, social density, and dining situation on perceived crowding. The three effects will be manipulated independently. The study is designed by 2 × 2 × 3 factors, including spatial density (high vs. low), social density (high vs. low), and the meal person's intimate degree (high vs. medium vs. low). A fictitious scenario will be offered to participants to read first, and then colored graphics for illustrating the crowded restaurant will be presented. Next, participants will answer the questionnaires. Each respondent will only be assigned one dining situation comprised of social density and the meal person's intimate degree factors. The spatial density factor will adopt a within-subject way to proceed situation simulation and randomly separate participants into two dining situation group (high spatial density and low spatial density). There are 12 fictitious scenarios and will be sent to respondents randomly. Subjects were 294 students of Nation Taiwan Normal University. Data were analyzed by SPSS12.0 and AMOS 6.0.
The results of path analysis of structural equation modeling using AMOS indicatedthat “spatial density” and “social density” had significant direct effect on “perceived spatial crowding” and “perceived social crowding”. In particular, “perceived spatial crowding” had significant direct effect on “positive consumer emotion” and “negative consumer emotion”; “perceived social crowding” had significant direct effect on “positive consumer emotion”; “positive consumer emotion” and “negative consumer emotion” had significant direct effect on “patronage Intention”. Besides, the Subjects’ tolerance for crowding had moderated effect on the relationship of perceived crowding and consumer emotion. Most hypotheses were confirmed by the result of analysis.Suggestions for further study and limitations were discussed at the endof the study.

目錄
第一章 緒論................................................1
第一節 研究背景............................................1
第二節 研究動機............................................2
第三節 研究目的............................................5
第四節 名詞界定............................................6

第二章 文獻探討.............................................7
第一節 擁擠氣氛相關文獻探討..................................7
第二節 消費情緒相關文獻探討.................................15
第三節 消費意願相關文獻探討.................................18

第三章 研究方法............................................21
第一節 研究架構...........................................21
第二節 研究假設...........................................22
第三節 研究設計...........................................25
第四節 資料分析方法........................................38
第五節 預試及分析結果......................................43

第四章 研究結果............................................51
第一節 資料分析與研究發現....................................51
第二節 操弄檢查..........................................54
第三節 各量表信效度分析….................................58
第四節 各研究變項的測量模型之分析..........................64
第五節 假設檢驗..........................................82
第六節 模式評鑑與修正....................................104

第五章 結果與討論........................................111
第一節 結論與討論........................................111
第二節 研究意涵..........................................118
第三節 研究限制與未來研究建議.............................120

參考文獻
一、 中文部分.............................................122
二、 英文部分.............................................123

附錄
附錄A 各量表題項相關係數矩陣................................131
附錄B 完整實驗問卷範例.....................................133
附錄C 實驗圖片與情境說明...................................143
附錄D Enlight Software公司授權證明.........................148

表次
表3-3-1 本研究之實驗設計....................................26
表3-3-2 擁擠知覺的衡量......................................33
表3-3-3 消費情緒的衡量......................................34
表3-3-3 消費情緒的衡量（續）................................35
表3-3-4 消費意願的衡量......................................35
表3-3-5 擁擠容忍度的衡量....................................36
表3-5-1 預試有效樣本統計表..................................43
表3-5-2 預試樣本描述統計項目分配狀況.........................44
表3-5-3 空間擁擠知覺因素分析結果.............................45
表3-5-4 社會擁擠知覺因素分析結果.............................46
表3-5-5 擁擠容忍度因素分析結果...............................46
表3-5-6 正向消費情緒因素分析結果.............................47
表3-5-7 負向消費情緒因素分析結果.............................48
表3-5-8 消費意願因素分析結果................................48
表3-5-9 各量表信度檢驗......................................49
表3-5-9 各量表信度檢驗（續）................................50
表4-1-1 有效樣本統計表......................................51
表4-1-2 樣本描述統計項目分配狀況.............................53
表4-2-2 各實驗情境之性別交叉統計表...........................54
表4-2-2 虛擬情境模擬容易度與真實性敘述統計表..................55
表4-2-3 空間密度、社會密度操弄檢驗之t考驗.....................56
表4-2-4 空間密度、社會密度 操弄檢驗題項之t考驗................57
表4-2-5 與共餐者之親密度操弄ANOVA檢驗........................57
表4-3-1 空間擁擠知覺因素分析結果.............................59
表4-3-2 社會擁擠知覺因素分析結果.............................59
表4-3-3 擁擠容忍度因素分析結果...............................60
表4-3-4 正向消費情緒因素分析結果.............................60
表4-3-5 負向消費情緒因素分析結果.............................61
表4-3-6 消費意願因素分析結果................................62
表4-3-7 各量表信度檢驗......................................63
表4-5-1 觀察變項之描述統計、態勢與峰度分配....................64
表4-5-1 觀察變項之描述統計、態勢與峰度分配（續）...............65
表4-5-2 空間擁擠知覺測量模式參數估計表........................66
表4-5-3 社會擁擠知覺測量模式參數估計表........................67
表4-5-4 擁擠容忍度測量修正後模式參數估計表....................69
表4-5-5 正向消費情緒測量模式參數估計表........................70
表4-5-6 負向消費情緒測量模式參數估計表........................72
表4-5-7 消費意願測量模式參數估計表...........................74
表4-5-8 各測量模式修正後之參數估計結果........................77
表4-5-8 各測量模式修正後之參數估計結果（續）..................78
表4-5-9 修正之測量模式適配評鑑指標結果........................78
表4-5-10 各測量模式題項代號對照表............................79
表4-5-11 各構面相關係數及其平方、組合信度與平均變異抽取量.......81
表4-5-12 各構面相關係數及其平方、組合信度與平均變異抽取量.......81
表4-4-1 空間擁擠知覺的三因子多變量變異數分析摘要表.............84
表4-4-2 社會擁擠知覺的三因子多變量變異數分析摘要表.............85
表4-4-3 各實驗情境下之空間擁擠知覺平均數摘要表................85
表4-4-4 各實驗情境下之社會擁擠知覺平均數摘要表................86
表4-4-5 空間擁擠知覺的單純主要效果分析摘要表..................86
表4-4-6 擁擠容忍度對於空間擁擠知覺與正向消費情緒之調節效果......89
表4-4-7 擁擠容忍度對於空間擁擠知覺與負向消費情緒之調節效果......90
表4-4-8 擁擠容忍度對於社會擁擠知覺與正向消費情緒之調節效果......91
表4-4-9 擁擠容忍度對於社會擁擠知覺與負向消費情緒之調節效果......92
表4-6-1 原始模式參數估計表..................................96
表4-6-1 原始模式參數估計表（續）.............................97
表4-6-2 原始模式適配評鑑指標結果.............................98
表4-6-3 最終模式適配評鑑指標結果............................101
表4-6-4 最終模式參數估計表.................................102
表4-6-4 最終模式參數估計表（續）............................103
表4-7-1 假設路徑之估計參數結果..............................106
表4-7-2 潛在變項標準化間接與整體效果表.......................107
表4-7-3 研究假設驗證結果...................................110

圖次
圖2-1-1 Stokols (1972) 擁擠模式.............................9
圖2-1-2 Choi et al. (1976) 擁擠模式........................10
圖2-2-1 八種基本情緒及兩兩合併後的另八種情緒..................16
圖3-1-1 本研究理論架構圖....................................21
圖3-2-1 本研究假設架構圖....................................22
圖3-3-1 填寫問卷流程圖......................................37
圖3-4-1 本研究結構方程模式概念圖.............................42
圖4-5-1 空間擁擠知覺測量模式路徑圖...........................67
圖4-5-2 社會擁擠知覺測量模式路徑圖...........................68
圖4-5-3 擁擠容忍度測量修正模式路徑圖.........................69
圖4-5-4 正向消費情緒測量修正模式路徑圖.......................70
圖4-5-5 負向消費情緒測量修正模式路徑圖.......................73
圖4-5-6 消費意願測量模式路徑圖..............................74
圖4-5-7 整體測量模式路徑圖..................................80
圖4-1-1 空間與社會密度對空間擁擠知覺之交互作用效果圖...........87
圖4-4-2 空間擁擠知覺與擁擠容忍度之交互作用效果圖...............89
圖4-4-3 社會擁擠知覺與擁擠容忍度之交互作用效果圖...............92
圖4-6-1 影響消費意願因素之整體模式...........................93
圖4-6-2 原始模式路徑圖及參數估計.............................95
圖4-6-3 最終模式路徑圖及標準化係數..........................100
圖4-7-1 擁擠對消費者情緒與消費意願影響」之標準化參數估計模式...105
圖4-7-2 本研究假設檢定後之概念圖............................109

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