景觀知覺與景觀偏好對餐廳消費者行為意圖之影響

The Influence of Landscape Perception and Landscape Preference on Restaurant Customers' Behavioral Intension

10.6130/JORS.2012.25(2)1

陳婷芳(Ting-Fang Chen)；陳惠美(Hui-Mei Chen)；陸洛(Luo Lu)

知覺自然度 ； 知覺恢復性 ； 景觀偏好 ； 消費者行為意圖 ； Naturalness ； Restoration ； Landscape preference ； Consumer behavioral intention

戶外遊憩研究

25卷2期（2012 / 06 / 01）

1 - 24

繁體中文

本研究主要探討餐廳戶外景觀特徵如何引發消費者知覺與偏好，以及景觀知覺與偏好如何影響消費意圖之機制。研究方法以視覺模擬的方式進行，將餐廳常見景觀特徵分為4種近景庭園、3種中景圍籬以及6種遠景，並且據此搭配組合成72張景觀試驗圖片，請受測者針對每張圖片分別評估景觀之知覺自然度、知覺恢復性、景觀偏好以及消費意願與停留時間之消費意圖。研究結果顯示餐廳的遠景顯著影響人們對於景觀自然度、景觀恢復性與景觀偏好的感受，而且受訪者對於遠景為湖泊最偏好，都市景觀最不被偏好；中景與近景對景觀知覺與偏好則沒有影響。此外，餐廳景觀的知覺自然度透過知覺恢復性影響景觀偏好，再影響消費意圖；知覺恢復性也能直接影響消費行為意圖。

The main purpose of this research was to explore the influences of outdoor landscape of restaurant on consumers' perception, preference and behavioral intention. The visual simulation was adopted. There were 72 simulated landscape pictures with 4 types of foregrounds, 3 types of middle grounds, and 6 types of backgrounds. The respondents were asked to view the 72 photos and to assess their perceived naturalness, perceived restoration, landscape preference, as well as behavioral intentions respectively. The result showed that the background scenery of restaurant landscape was crucial for affecting respondents' perceived naturalness, perceived restoration and landscape preference. Respondents' perceived naturalness, perceived restoration and landscape preference were highest in lake scenery; however they were lowest in city scenery. Respondents' perception and preference were not affected by middle ground and foreground. Besides, respondents' landscape perception of naturalness affected their landscape preference through restoration, and further affected their consumption intention. The restoration also directly affected consumption intention.

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