餐廳外觀風格與綠化程度對偏好與消費意圖之影響

Influence of Exterior Styles and Greening of Restaurants on Preferences and Consumer Intentions

上餐廳吃飯不僅重視味嗅覺上滿足，更需要舒適環境和賞心悅目的視覺感受。研究指出綠色環境可使人獲得心理正面效益，但較少探討餐廳風格和綠化是否會影響消費者的消費意圖。據此，故本研究目的探討不同餐廳外觀風格與綠化程度對消費者的偏好與消費意圖之影響。實地拍攝約200間餐廳，挑選出80張照片，請50位受測者觀看80張照片並依分為四類：異國風情、田園鄉村、復古懷舊與人文藝術，再依每類各選出8張照片，四類型計32張為正式施測照片，以網路問卷方式發放，共獲得336份樣本。結果指出田園鄉村最受人們偏好、消費意圖最高。另外，高綠化程度的餐廳明顯受到人們偏愛且消費意圖亦較高。偏好與當下、未來消費意願間均達顯著正相關。本結果期能應用於餐廳外觀之景觀設計，適度的綠化與合適的風格搭配，不僅能吸引人們前往消費，對景觀改善亦有莫大的價值。

When eating at a restaurant, consumers no longer focus only on the satisfaction of taste and fragrances, but also on physical sensory enjoyment, comfortable environments, and pleasing visual experiences. Previous research has indicated that green environments have numerous psychological benefits. However, few studies have examined whether restaurant style and greening influences consumer intentions. We investigated the influence of various exterior styles and degrees of greening in restaurants offering scenic views on consumer preferences and consumer intentions. This study took photographs of approximately 200 restaurants. We selected 80 of these photographs and asked 50 participants to view them and select 8 photographs from four categories, namely exotic, rustic, nostalgic, and artistic. A total of 32 photographs were used. During the formal investigation, online questionnaires were distributed. We had 336 valid samples. The results indicated that the consumers preferred and had the highest consumer intentions toward the rustic restaurants. In addition, people clearly preferred and had high consumer intentions toward restaurants with high degrees of greening. Preferences were positively associated with present and future consumer intentions, indicating that consumer intentions increased according to the preferences of consumers. The results of this study can be applied to exterior landscape designs for restaurants. Moderate greening and suitable restaurant styles can attract consumption and are highly valuable for landscape improvements.