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研究生: 廖芸瑄
Liao, Yun-Hsuan
論文名稱: 米其林會改變餐飲消費意願嗎?探討臺灣米其林星級餐廳奢華感知價值及創新性對消費者願付溢價之研究
Will Michelin Change Dining Intention? Exploring the Impact of Luxury Perception Value and Customers’ Perceived Innovativeness of Michelin-Starred Restaurants on Customer Willingness-to-Pay in Taiwan
指導教授: 方進義
Fang Chin-Yi
口試委員: 方進義
Fang Chin-Yi
翁振益
WENG, ZHEN-YI
羅印呈
LUO, YIN-CHENG
口試日期: 2024/06/21
學位類別: 碩士
Master
系所名稱: 運動休閒與餐旅管理研究所
Graduate Institute of Sport, Leisure and Hospitality Management
論文出版年: 2024
畢業學年度: 112
語文別: 中文
論文頁數: 164
中文關鍵詞: 米其林星級餐廳創新性顧客滿意度顧客參與度願付價格
英文關鍵詞: Michelin Star, Customers’ Perceived Restaurant Innovativeness, Customer satisfaction, Customer engagement, Willingness-to-pay
研究方法: 量化研究
DOI URL: http://doi.org/10.6345/NTNU202401201
論文種類: 學術論文
相關次數: 點閱:133下載:0
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  • 謝 辭 i 中文摘要 ii Abstract iii 目 次 v 表 次 viii 圖 次 x 第壹章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 4 第三節 研究範圍 5 第四節 研究重要性 5 第五節 研究流程 8 第六節 名詞釋義/操作型定義 10 第貳章 文獻探討 11 第一節 米其林評鑑介紹 11 第二節 米其林星級餐廳對顧客滿意度及顧客參與度之相關 15 第三節 社會交換理論與顧客感恩 16 第四節 米其林星級奢華感知價值 20 第五節 米其林星級餐廳創新性 23 第六節 願付溢價 25 第七節 中介效果 27 第八節 不同星級作為調節變數 29 第參章 研究方法 32 第一節 研究架構與研究假說 32 第二節 研究對象與問卷設計 35 第三節 專家效度審查 39 第四節 資料分析方法 41 第五節 預試結果分析 42 第六節 共同方法變異 46 第肆章 研究結果 48 第一節 敘述性統計分析 48 第二節 測量模型 57 第三節 結構模型 68 第四節 調節效果檢驗 108 第五節 結果分析與討論 113 第伍章 結論與建議 127 第一節 理論意涵 127 第二節 管理意涵 129 第三節 結論 132 第四節 研究限制與未來建議 133 參考文獻 135 附錄 156 附錄一 專家效度問卷 156

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