| 英文摘要 |
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. |
