強化顧客對農村餐廳的品牌熱忱：實體環境、管理環境、心理環境的塑造

Enhancing brand passion toward rural restaurants:Developing physical environment, managerial environment, and psychological environment

本研究以台灣農村餐廳為研究場域，探討「田媽媽」品牌打造下，如何強化顧客對農村餐廳的品牌熱忱。本研究提出了實體環境、管理環境、心理環境三個環境層面。透過三種不同層面的環境分析，試圖建立農村餐廳應如何營造環境，以贏得消費者品牌一致性認同，進而提升消費者對餐廳品牌熱忱之關係。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）、平原（花壇艾馨園）及海濱（王功陽光水棧）等三處，獲致457份有效問卷。研究結果指出消費者對田媽媽餐廳中的管理環境及心理環境等構面會影響自我品牌一致性，消費者的自我品牌一致性會影響田媽媽餐廳的品牌熱忱。最後依據研究結果提出品牌熱忱行銷意涵與建議。

Taking Taiwanese rural restaurants as the research setting, with the brand of “Farm Mother” in Taiwan, this study focuses on customers’ brand passion toward rural restaurants. This study proposes physical environment, managerial environment, and the psychological environment as the three major environments in restaurant branding. Through these three different types of environmental analysis, this study aims to establish the relationships among rural restaurants’ environmental development, customers’ perceived self-brand congruence, and customers’ brand passion toward rural restaurants. A total of 457 valid survey responses are collected from three “Farm Mother” restaurants in South Central Taiwan, including the “Female cook by the road” (mountain area) in Fenchihu, the “Fragrant wormwood garden” (plain area) in Huatan, and the “Sunny water place” (seacoast area) in Wanggong. Findings of this study reveal that managerial environment and psychological environment of “Farm Mother” restaurants significantly improve customers’ perceived self-brand congruence. Customers’ perceived self-brand congruence then enhances their brand passion toward “Farm Mother” restaurants. Finally, theoretical and practical implications regarding brand passion are proposed based on research findings.