臺灣博碩士論文加值系統

餐飲業者力求創新以吸引消費者，展現創意理念與創新經營模式之創意餐廳，可以增進經濟活動之附加價值並且拓展新商機。本研究旨在確認創意餐廳的內涵，建構評估創意餐廳之量表，發展有助於提供創意餐廳規劃與經營之量化工具。本研究透過文獻分析、經濟部生活創意產業之評審項目及創意餐廳之內涵分析研究(Horng,2006)，提出創意餐廳評估量表初稿。量表以創意主題概念、品牌命名與設計、氣氛營造、餐廳實體設備與裝潢佈置、服務方式、食物特色、菜單設計、周邊商品、行銷推廣等九個構面為縱軸，以CPAM模式為基礎的創意產品語意量表CPSS(Besemer & O’Quinn, 1989)中的3個分量表：新奇性、解決性、及精進與綜合為橫軸，細分為40個評分項目。本研究採問卷調查法，以創意餐廳消費者為受試對象，採立意取樣法，有效樣本192份。運用SPSS12.0統計軟體進行敘述性統計分析、因素分析、差異性檢定。
經本研究分析，確認創意餐廳內涵指標分為五個構面－「特色主題」(Distinguishing Theme)、「新奇食物」(Novel Food Experience)、「可靠品質」(Reliable Quality)、「創意服務」(Creative Service)與「副加價值」(Attached Value)，向下有29個指標項目。其中受試者認為「可靠品質」為最重要之因素。創意餐廳消費者因「性別」及「收入」在評量觀點上具有顯著差異。最後，根據研究結果提出對經營者、消費者、餐飲觀光主管機關及未來研究提出建議。

The aim of most restaurant owners' nowadays is to provide consumers with an unusual and impressive experience so that they can attract more and more customers and maintain fixed number of customers. "Creative restaurant" shows creative concept and innovated operation, increases the attached value of economical activities and extends new business opportunities. This study confirms the content of creative restaurant and develops a scale of the assessment. According to the interviews, assessment of the “Creative life industry” held by the Ministry of Economic Affairs and “The Study of innovation mechanism for Creative restaurant” (Horng, 2006). Scales use creative concept for restaurant：brand design, atmosphere, physical property and design and layout, service, food and beverage, menu design, merchandise, and marketing as the vertical axis and three branch scales as the horizontal axis, novelty, resolution, elaboration and synthesis, which from the Creative Product Semantic Scale, CPSS (Besemer & O’Quinn, 1989). The scale includes 40 assessment indicators, uses convenient sampling, and 192 samples returned are valid. Descriptive analysis, factor analysis, correlation analysis and differential test are used to analyze the data.
Extracted 5 factors named “Distinguishing Theme”, “Novel Food Experience”, “Reliable Quality”, “Creative Service”, and “Attached Value”, includes 29 assessment indicators. The factor “Reliable Quality” assessed most important. “Gender” and “Income” have an obvious difference. The end of this study：Provide the suggestion to restaurant operators, consumers, and the administration and future studies.

第一章 緒論
第一節 研究背景與動機------------------------------------------------1
第二節 研究問題與目的------------------------------------------------3
第三節 名詞釋義---------------------------------------------------------4
第四節 研究流程---------------------------------------------------------5
第二章 文獻探討
第一節 創意產品之特徵與評量---------------------------------------7
第二節 創意餐廳之相關研究-----------------------------------------13
第三節 人口統計變項與餐廳選擇-----------------------------------26
第三章 研究方法
第一節 研究架構--------------------------------------------------------28
第二節 研究工具--------------------------------------------------------29
第三節 研究對象--------------------------------------------------------46
第四節 研究實施--------------------------------------------------------47
第五節 統計資料分析方法--------------------------------------------48
第四章 研究結果與討論
第一節 敘述性統計分析-----------------------------------------------49
第二節 正式問卷之信度與效度分析--------------------------------52
第三節 差異性檢定-----------------------------------------------------60
第四節 綜合討論--------------------------------------------------------64
第五章 結論與建議
第一節 研究結論--------------------------------------------------------70
第二節 研究建議--------------------------------------------------------80
第三節 研究限制--------------------------------------------------------83

參考文獻
中文部份--------------------------------------------------------------------------84
英文部份--------------------------------------------------------------------------85

附錄
附錄一 創意餐廳內涵指標問卷草案---------------------------------------95
附錄二 創意餐廳內涵指標正試問卷---------------------------------------97
附錄三 專家學者審查說明書-----------------------------------------------101
附錄四 評估創意餐廳內涵指標調查表-----------------------------------103

圖 次
圖1-4-1 研究流程圖-------------------------------------------------------------6
圖2-1-1 創意產品分析矩陣CPAM三構面模式----------------------------9
圖2-2-1 天仁喫茶趣餐廳商標設計理念圖--------------------------------19
圖3-1-1 研究架構圖-----------------------------------------------------------28
圖3-2-1 問卷架構圖-----------------------------------------------------------33

表 次
表2-1-1 創意產品評量工具--------------------------------------------------10
表2-2-1 創意生活產業評選標準--------------------------------------------14
表3-2-1 創意餐廳內涵分析表-----------------------------------------------30
表3-2-2 效度專家一覽表-----------------------------------------------------34
表3-2-3專家效度檢定結果---------------------------------------------------35
表3-2-4 區別效度檢定表-----------------------------------------------------40
表3-2-5 預試問卷信度說明表-----------------------------------------------44
表3-3-1 通過創意生活產業評選之餐廳一覽表--------------------------40
表4-1-1 人口統計變數之敘述性統計--------------------------------------50
表4-2-1 正試問卷信度說明表-----------------------------------------------52
表4-2-2 因素構面之平均數、特徵值及解釋變異量表-------------------55
表4-2-3 因素構面分析表-----------------------------------------------------56
表4-2-4 信度分析表-----------------------------------------------------------58
表4-2-5 創意餐廳內涵重要程度之平均數與標準差--------------------59
表4-3-1 性別對於創意餐廳內涵重要程度之差異分析表--------------60
表4-3-2 婚姻狀況對於創意餐廳內涵重要程度之差異分析表--------61
表4-3-3 收入對於創意餐廳內涵重要程度之差異分析表--------------61
表4-3-4 職業對於創意餐廳內涵重要程度之差異分析表表-----------62
表4-3-5年齡對於創意餐廳內涵重要程度之差異分析表---------------63
表5-1-1 創意餐廳因素與內涵-----------------------------------------------79

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