田媽媽農村餐廳體驗經濟模式之研究

本研究運用S-0-R理論建立田媽媽餐廳體驗經濟模式，暸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，計有束部地區－菇鍋美食體驗館（宜蘭冬山）、北部地區－田媽媽雲也居一休閒農場（苗栗大湖）、中部地區－艾馨園（彰化花壇）及南部地區－古道廚娘（嘉義奮超湖）等4家，獲致606份有效問卷。

The Stimulus-Organism-Response Theory is used to build an experience economy model to find out how experience economy influences restaurant loyalty by one's perception, emotion and intention. A total of 606 valid survey responses are collected from four 'Farm Mother' restaurants in Taiwan, including the 'Mushroom pot organic restaurant'( East area) in Dongshan, the 'The cloud is also home recreation farm'(North area) in Dahu, the 'Fragrant wormwood garden' (Central area) in Huatan, and the 'Female cook by the road' (South area) in Fenchihu.