顧客對米其林星級與必比登推介餐廳態度之研究

The Study of Customer Perceived Attitudes toward Michelin-starred Restaurants and Bib Gourmand Restaurants

「米其林指南」為全球美食界最具權威和影響力的指標。餐旅學術上探討顧客對餐廳評鑑認知較為缺乏，希冀了解顧客對米其林星級與必比登推介餐廳的態度，以提供餐廳業者關於餐廳評鑑的相關資訊，為本研究目的。本研究以來源可信度模型為理論基礎，探討顧客認知米其林評鑑、認知風險與用餐動機，影響顧客對餐廳態度與購買意願的影響。研究採量化問卷便利抽樣一般餐廳消費者，米其林星級餐廳受訪者回收有效問卷369份，必比登推介餐廳回收問卷379份。研究結果發現認知米其林評鑑正向影響餐廳態度。認知風險負向影響星級餐廳態度，但認知風險正向影響必比登餐廳態度。用餐動機正向影響餐廳態度。餐廳態度正向影響購買意願。本研究增進學術上餐廳評鑑的討論，並提供餐廳業者實務參考。

The ＂Michelin Guide＂ is the most authoritative and influential indicator in the global gastronomy. The purposes of this research were to fulfill the rarity of customers' awareness of restaurant reviews in the hospitality academy, and to understand customers' attitudes towards Michelin-starred and Bib Gourmand restaurants, so as to provide restaurant operators with information of restaurant reviews. Based on the theoretical basis of the source credibility model, this study accessed the influence of customers' perception of Michelin review, perceived risks and dining motivations, which influence customers' attitudes towards restaurants and their purchase intentions. The research adopted quantitative questionnaire with convenience sampling, 369 valid questionnaires were collected for Michelin- starred restaurants, and 379 questionnaires for Bib Gourmand restaurants. The results found that perceived Michelin review positively affect restaurant attitudes. Perceived risk negatively affected the attitude of star-rated restaurants, but perceived risk positively affected the attitude of Bib Gourmand restaurants. Dining motivation positively affected restaurant attitudes. Restaurant attitudes positively affected purchase intentions. This research enhanced the academic discussion of restaurant reviews and provided practical implications for restaurant operators.