本研究旨在瞭解民眾選擇連鎖餐廳之行為意圖。本研究以屋馬燒肉連鎖餐飲業顧客為研究對象，分別分析知覺品質（人員服務、食物品質、實體環境）對於顧客知覺價值與顧客滿意度所產生之影響效果。本研究以立意抽樣方式於網路進行問卷發放，共發放350份，剔除無效問卷後共計337份，有效回收率為96%。所有資料經描述性統計、驗證性因素分析及結構方程模式等方法進行假設驗證。本研究結果如下：（一）本研究建構之連鎖餐廳顧客整體行為模式具有良好的適配度。（二）人員服務、食物品質、實體環境對於體驗價值皆具有顯著正向影響。（三）人員服務會直接影響顧客滿意度，而食物品質與實體環境則會透過體驗價值對顧客滿意度產生間接影響。（四）體驗價值對於顧客滿意度具有顯著正向影響；顧客滿意度對行為意圖具有顯著正向影響。最後本研究總結，顧客行為意圖可透過「價值途徑」對滿意度產生影響，滿意度再影響行為意圖，建議應以體驗行銷為導向，讓顧客在餐廳用餐時可以體驗到精緻日式燒肉的用餐模式，以“體驗”成為屋馬燒肉的真正利潤來源。

The purpose of this study is to analyze the influence of perceived quality (personnel service, food quality, physical environment on customer experiential value and satisfaction in a chain restaurant. The study takes customers from Umai Yakiniku as a research subject, using purposive sampling as a sampling method. A total of 337 complete surveys were obtained and used in this study, the effective response rate was 93.43%. Descriptive statistics, confirmatory factor analysis, and structure equation modeling are used to test the hypothesis in this study. The results are illustrated as follows: First, (1) The behavior model of chain restaurant customers constructed in this study are well fitted in statistics. (2) Personnel service, food quality, and physical environment are the important factor to experiential value. (3) Customer satisfaction could affect by personnel service; food quality and physical environment could only affect customer satisfaction indirectly through experiential value. (4) Experiential value has a significant positive effect on customer satisfaction; customer satisfaction has a significant positive effect on behavioral intentions. Finally, this study concludes that customer behavior intentions could be influence through the "value path" on satisfaction then behavior intentions. According to Thompson's (1998) viewpoint, satisfaction ought to be valued to drive the consumer’s behavior of purchase and loyalty.

摘要 I
Abstract II
目錄 III
圖目錄 V
表目錄 VI
第壹章　緒論 1
第一節　研究背景與動機 1
第二節　研究目的 4
第三節　名詞解釋 5
第貳章　文獻探討 8
第一節　連鎖餐廳 8
第二節　知覺品質 13
第三節　體驗價值 20
第四節　滿意度 24
第五節　行為意圖 27
第六節　食物品質、服務品質、實體環境、體驗價值、滿意度與行為意圖之相關研究 29
第參章　研究方法 34
第一節　研究流程 34
第二節　研究架構 36
第三節　研究假設 37
第四節　研究對象及抽樣方式 38
第五節　研究工具 39
第六節　問卷量表分析 45
第七節　資料分析與統計方法 50
第肆章　結果與討論 55
第一節　樣本分佈 55
第二節　驗證性因素分析 58
第三節　研究變項之現況分析 67
第四節　屋馬燒肉顧客行為模式分析與綜合討論 74
第五節　整體模式驗證結果及討論 78
第伍章　結論與建議 85
第一節　結論 85
第二節　建議 86
參考文獻 89
一、中文 89
二、英文 95
附錄一　「屋馬燒肉顧客之行為意圖」正式問卷 108

圖目錄
圖2-1-1　台中日式燒肉店排名 10
圖3-1-1　研究流程圖 35
圖3-2-1　研究架構圖 36
圖4-2-1　區別效度圖 65
圖4-4-1　屋馬燒肉顧客行為模式路徑圖 76
圖4-5-1　屋馬燒肉顧客行為模式 82

表目錄
表3-5-1　人員服務量表 41
表3-5-2　食物品質量表 41
表3-5-3　實體環境量表 42
表3-5-4　體驗價值量表 43
表3-5-5　顧客滿意度量表 44
表3-5-6　行為意圖量表 44
表3-6-1　人員服務項目分析摘要表 46
表3-6-2　食物品質項目分析摘要表 46
表3-6-3　實體環境項目分析摘要表 47
表3-6-4　體驗價值項目分析摘要表 47
表3-6-5　顧客滿意度項目分析摘要表 48
表3-6-6　行為意圖項目分析摘要表 48
表3-6-7　信度分析摘要表 49
表3-7-1　適配度指標 54
表4-1-1　人口統計變項現況分佈摘要表 57
表4-2-1　各變項常態性檢定分析結果表 59
表4-2-2　屋馬燒肉顧客行為模式驗證性因素之模式適配度指標 61
表4-2-3　屋馬燒肉顧客行為驗證性因素之信度及收斂效度分析表 63
表4-2-4　皮爾森相關係數表 64
表4-2-5　信賴區間法之區別效度檢驗分析表 66
表4-3-1　人員服務現況摘要表 68
表4-3-2　食物品質現況摘要表 69
表4-3-3　實體環境現況摘要表 70
表4-3-4　體驗價值現況摘要表 71
表4-3-5　顧客滿意度現況摘要表 72
表4-3-6　行為意圖現況摘要表 73
表4-4-1　使用者之整體行為模式適配度 75
表4-4-2　行為模式變數違犯估計檢定 77
表4-5-1　假設驗證結果表 78

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