從農村餐廳體驗經濟觀點探討顧客記憶、餐廳依戀與餐廳忠誠之研究

A Research of Customer's Memory, Restaurant Attachment and Restaurant Loyalty from the Perspective of Experience Economy for Rural Restaurants

本研究運用S-O-R理論建立田媽媽餐廳體驗經濟模式，了解農村餐廳體驗經濟如何經由個人的認知與情感，進而影響行為意圖。本研究擇選中南部具知名度的田媽媽農村餐廳，計有山區（奮起湖古道廚娘）及平原（花壇艾馨園）等2處，獲致303份有效問卷。研究結果發現：體驗經濟對遊客記憶具有正向的影響，以「跳脫現實」對記憶最具影響力，其次分為「人際關係體驗」、「健康關注體驗」及「教育體驗」；此外，遊客記憶正向顯著影響餐廳依戀，餐廳依戀正向顯著影響餐廳忠誠；再者，餐廳依戀在記憶與餐廳忠誠之間扮演完全中介的角色。最後依據研究結果提出田媽媽餐廳行銷管理意涵與建議。 The Stimulus-Organism-Response Theory is used to build an experience economy model to find out how an experience economy influences restaurant loyalty by one's perception, emotion and intention. A total of 303 valid questionnaires were collected from two Farm Mother rural restaurants in Southern and Central Taiwan, including the Female Cook by the Road in Fenchihu mountain area and the Fragrant Wormwood Garden in Huatan plain area. The results show that an experience economy has a positive effect on tourist memories with escapism having the strongest influence, followed by interpersonal relationships, health concerns and education. Moreover, memory has a positive effect on restaurant attachment. Restaurant attachment has a positive effect on loyalty. Furthermore, restaurant attachment fully mediates the relationship between memory and restaurant loyalty. Finally, managerial implications and suggestions for future research are also discussed.