品牌知識、知覺風險、知覺價值與消費意願之研究－以連鎖主題餐廳為例

在餐飲業面對競爭激烈的市場環境與消費者需求劇變下，部分業者為了避免價格戰的廝殺，與滿足追求個性消費的顧客下，採取市場區隔，找出高度差異化的經營特色，因而促使主題餐廳之誕生。然而，儘管主題餐廳備受期待，但業者在推出產品之前，適當的評估是重要且必要的。其中，消費者的購買意願即為重要的評估準則。相關研究指出，消費者的品牌知識會轉化成對品牌的態度和信心，影響消費者的購買意願；此外，消費者對產品的知覺風險可能影響到知覺價值並進而左右消費者的購買意願，上述影響購買意願之前置因素，遂引發本研究動機。本研究目的旨在探討消費者對於連鎖主題餐廳購買意願之前置因素，首先，利用結構方程式(SEM)分析消費者品牌知識、知覺風險、知覺價值與購買意願之關聯性。研究以量化問卷便利抽樣方式進行調查，發放對象以台中市一般消費者為主。一共發放400份問卷，有效回收問卷361份，有效回收率為90.25%。 研究結果顯示：(1)品牌知識對購買意願與知覺價值有顯著的正向影響；(2)品牌知識對知覺風險，知覺風險對知覺價值皆有顯著的負向影響；(3)知覺價值對購買意願雖成正向影響但不顯著；(4) 知覺風險對購買意願雖成負向影響但不顯著；(5)知覺風險對品牌知識與購買意願有顯著的中介影響；(6)知覺價值對品牌知識與購買意願有顯著的中介影響；(7)知覺風險與知覺價值對品牌知識與購買意願不產升中介影響。

Under the serious competition and dramatic changes of consumer demands in the restaurant industry, part of managers aim to satisfy individual’s consumption and take market segmentation to find out highly differentiated operating characteristics in order to avoid the price war, and thus urge the birth of theme restaurant. However, despite the highly anticipation of theme restaurants, but the product assessment is important and necessary for managers. Among them, consumer purchase intention is the important assessment criteria. The related research points out that the consumer''s product knowledge will influence purchasing intention that transfer into attitude and confidence of the product; In addition, the perceived risk of the product may affect the perceived value and thus influence consumer purchase intention. It is interesting to understand the antecedent’s factors of the influence of purchase intention. This study aimed to investigate the effects among consumer product knowledge, perceived risk, perceived value and purchase intention in the theme restaurants. First of all, by the use of structural equation modeling (SEM) analysis to examine the consumer’s brand knowledge, perceived risk, perceived value and purchase intention. A total of 400 questionnaires has been given out. 361 valid questionnaires were recovered. Effective recovery rate is 90.25%. The research results show that: (1) brand knowledge positively affect purchase intention and perceived value; (2) brand knowledge negatively affect perceived risk , perceived risk, and perceived value; (3) perceived value positively but not significantly affects purchase intention; (4) perceived risk negatively but not significantly purchase intention(5) perceived risk has mediating effects on brand knowledge to purchase intention; (6) perceived value has mediating effects on brand knowledge to perceived value; (7) perceived risk and perceived value has no mediating effect on brand knowledge and purchase intention.