臺灣角色主題餐廳意象架構之研究

Image Frameworks of Character Themed Restaurants in Taiwan

臺灣角色主題餐廳林立，深受年輕人喜愛，市場競爭日趨激烈。消費者前來角色主題餐廳享受，包括環境氣氛與主題吸引力構成的娛樂飲食，根據服務場景文獻，主題餐廳之有形設計與服務環境，會影響整體意象與顧客體驗。有鑑於消費者內心的需求及主題餐廳「角色」之研究相對缺乏，本研究以大學生作為研究對象，探究其對角色主題餐廳的認知架構，並藉由圖像式隱喻抽取技術，分析其心理層面認知的圖像，發掘其內心深層對角色主題餐廳的思維與感情，抽取出共同構念與共識地圖。經由量化研究驗證，歸納生活方式、互動體驗、童心長駐、時尚潮流以及負面情緒等五大意象架構，代表大學生對角色主題餐廳的內心需求與期望，最後並提出管理意涵與未來研究建議。

Many character themed restaurants have become highly popular with the young people and have emerged in Taiwan where the market competition is becoming increasingly intense. Consumers flock to these restaurants to enjoy and experience eatertainment typified by the environment and character themes. In the literature, servicescape, consisting of both the physical design and service environment, affected the overall image of theme restaurants and customer experiences. However, there is a lack of research on customers' expectations and the characters in theme restaurants. To explore character themed restaurants, this study selected college students as the target population and adopted the Zaltman Metaphor Elicitation Technique (ZMET) to conduct in-depth interviews and analyze consumers' thoughts and feelings through images of character themed restaurants. Dominant constructs were extracted and a consensus map established. Quantitative analysis was used to verify five image frameworks. Life style, interactive experiences, young at heart, fashionable/trendy, and negative emotions were found to represent the needs and expectations of college students toward character themed restaurants. Management implications and suggestions for future research are discussed.