景觀餐廳顧客認知價值，對行為意圖與額外願付價格之影響

The Impacts of Customers' Perceived Value for Landscape Restaurants on Behavior Intention and Willingness to Pay More

消費者重視休閒生活，忙碌之餘享受大自然美景與戶外活動成為休憩主流，因此兼具享用美食及自然賞景之景觀餐廳便成為新寵。景觀餐廳數目逐年成長，業者也面臨競爭壓力，如何吸引顧客至景觀餐廳消費，遂成為業者最關注的焦點。本研究整合擴充計畫行為理論與價值態度行為模式，以探討影響顧客造訪景觀餐廳行為意圖與額外願付價格之影響因素。研究結果顯示，顧客認知價值不僅會透過態度影響行為意圖，也會透過主觀規範、知覺行為控制、景觀知覺與偏好等因素影響行為意圖。顧客認知價值則透過態度、主觀規範、知覺行為控制等因素影響額外願付價格。最後依據研究結果提出管理意涵與建議。

Consumers in Taiwan have gradually paid attention to leisure activities. Their favorite activity is to go outdoors on holiday or leisure time. Thus, the restaurant with unrivaled landscape and dining services has been booming. Furthermore, the numbers of landscape restaurants in Taiwan are growing year by year. The managers of landscape restaurants would face highly competitive markets. So it arises an important issue about how to attract customers to landscape restaurant. This study integrated the Extended Theory of Planned Behavior with the Value-Attitude-Behavior Model to explore the determinants of customers' behavioral intentions and willingness to pay more for landscape restaurants. The result showed that costumers' perceived value could impact consumers' behavior intention not only through attitude but also through subject norms, perceived behavior control, and landscape perception and preference. Perceived value could also impact willingness to pay more through attitude, subject norms and landscape perception and preference. Management implications and suggestions were also proposed based on the research results.