臺灣博碩士論文加值系統

隨著臺灣經濟發展，因國民所得提昇、社會結構改變、家庭生活形態變遷、職業婦女增加，以及周休二日政策上路，致使外食人口逐年增加，可預見餐飲業發展與獲利的空間大幅增加。餐飲業為了能吸引顧客、滿足消費大眾的需求並達到行銷的目的，菜單常被視為傳遞餐廳訊息的最佳工具，良好的菜單設計除了能滿足顧客需求，更能讓餐廳創造最大的經濟效益。然而，虛擬實境的呈現技術是否能為餐廳帶來實質正向的行銷效果？截至目前為止，學、產界尚欠缺相關的實證研究，是以設為本研究所關注的焦點。
本研究採配額抽樣法，由餐廳工作人員於用餐後發放問卷進行問卷調查，共發出270份問卷，扣除填答不完全之無效問卷，共得有效問卷258份，有效問卷回收率為95.6%。研究結果：1.不同的消費背景對AR菜單使用的接受度部分有顯著差異。2.不同的人口統計變數對AR菜單使用的接受度沒有顯著差異。3. AR菜單的知覺有用性對AR菜單使用者態度有顯著影響。4. AR菜單的知覺易用性對AR菜單使用者態度有顯著影響。5. AR菜單的知覺有趣性對AR菜單使用者態度有顯著影響。6. AR菜單使用者態度對AR菜單消費意願有顯著影響。最後，根據結果提出建議，強化餐廳的優勢，使得餐廳能在競爭激烈的紅海市場中創造出一片藍海。

With the factors of the development of Taiwan's economy, improvement of national income, changes in social structure and family life, increasing population of career women, and the policy on five-day work week, the number of people dining out has increased year by year. The development and profit margin of the food and beverage industry is significantly increased. In order to attracting more customers, meeting the needs of the customers, and achieving the sales goals, the restaurant menu is often used as the best tool for delivering information to customers. A good menu design can satisfy customers’ needs and can create the most economic benefits. However, whether the Augmented Reality （AR） can bring a substantial positive impact to restaurant marketing is still a question. There is still a lack of relevant empirical research both in the academic and industrial fields; therefore, the purpose of this research is to investigate the use of AR menu in a Japanese –style BBQ restaurant and its impacts on consumer behaviors.
By adopting a convenient sampling method, the restaurant staff distributed questionnaires to customers after their meals to conduct the surveys. A total of 270 questionnaires were sent out, and invalid questionnaires were deleted. A total of 258 valid questionnaires were used for analyses, and the response rate was 95.6%. The research results show: 1. Different consumption backgrounds have significant differences in the acceptance of AR menus. 2. There is no significant difference in the acceptance of AR menus by different demographic variables. 3. The perceived usefulness of the AR menu has a significant impact on the attitude of the AR menu users. 4. The perceived ease of use of the AR menu has a significant impact on the attitude of the AR menu users. 5. The perceptually interesting nature of the AR menu has a significant impact on the attitude of the AR menu users. 6. AR menu user’s attitude has a significant impact on AR menu consumption willingness. Finally, based on the research results, recommendations were made to strengthen the restaurant's advantages, enabling the restaurant to create a blue ocean in the highly competitive Red Sea market.

書名頁 i
論文口試委員審定書 ii
中文摘要 iii
英文摘要 iv
誌謝 vi
目錄 vii
表目錄 ix
圖目錄 x
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 3
第二章 文獻回顧 4
第一節 科技接受模式相關文獻 4
第二節 AR菜單相關文獻 6
第三節 消費意願相關文獻 8
第三章 研究方法 10
第一節 研究流程 10
第二節 研究架構與假設 12
第三節 問卷設計 14
第四節 資料分析工具 16
第五節 抽樣方法 18
第六節 問卷發問與回收 19
第四章 研究結果與分析 20
第一節 敘述性統計分析 20
第二節 信度與效度分析 25
第三節 受訪者變項差異分析 27
第四節 相關分析 38
第五節 迴歸分析 40
第五章 結論與建議 45
第一節 研究成果 45
第二節 研究結論與建議 47
第三節 研究限制與發展 49
參考文獻 50
附錄一問卷 53

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