輕食餐廳體驗行銷、品牌信任與品牌價值關聯性之研究

A Study on the Correlation between Light Food Restaurant Experience Marketing, Brand Trust and Brand Value

10.29916/JMPP.201912_13(2).0002

王月鶯(Wang, Yueh-ying)；陳世頡(Chen,Shih-chieh)；呂萬吉(Lu, Wan-chi)；何旻娟(Ho, Wen-chuan)

主題餐廳 ； 體驗行銷 ； 品牌信任 ； 品牌價值 ； theme restaurant ； experience marketing ； brand trust ； brand value

管理實務與理論研究

13卷2期（2019 / 12 / 01）

23 - 39

繁體中文

主題餐廳的蓬勃發展也呈現台灣餐飲業競爭激烈，過度的市場競爭，導致許多主題餐廳處於低利潤率甚至負利潤率的狀態。本研究以輕食餐廳為例，探究消費者對輕食餐廳的體驗行銷、品牌信任以及品牌價值，並利用結構方程模式（SEM）進行實證分析。建議餐廳業者應該從顧客的角度去分析消費者的需求，制定目標消費者的產品行銷策略，以提昇消費者心目中的品牌形象（Brand Image）。透過品牌形象的提昇，可間接提昇消費者的品牌關係，即可影響最終的品牌權益以提升企業利益。冀望藉由上述研究結果，檢視輕食餐廳的品牌內涵，以做為國內相關業者於其品牌的建立與品牌形象的經營之參考依據，以利制訂有效的行銷策略，為企業組織創造更大的商機。

The vigorous development of theme restaurants shows that catering industry is fiercely competitive and excessive market competition has led to many theme restaurants in a state of low or even negative profit margins in Taiwan. This study takes light food restaurants as an example to explore consumer experience marketing, brand trust, and brand value of light food restaurants, and uses structural equation model (SEM) to conduct empirical analysis. It is suggested that restaurant operators should analyze consumers' needs from the perspective of customers, and formulate product-marketing strategies for target consumers in order to enhance the brand image in the minds of consumers. Through the improvement of brand image, the brand relationship of consumers can be indirectly enhanced, and the final brand equity can be affected to enhance corporate interests. Based on the above research results, we hope to examine the brand connotation of light food restaurants as a reference basis for domestic related companies in the establishment of their brands and brand image management, in order to formulate effective marketing strategies and create a greater Business.

1. 曾義明,廖本哲,簡詠喜(2004)。産品價值品牌信任，品牌情感與品牌忠誠度關係之研究。企業管理學報，61，29-50。
   連結：
2. 黃延聰,簡碩甫(2015)。從消費者滿意到品牌忠誠：品牌信任與品牌愛戀的中介模型。行銷評論，12(2)，161-188。
   連結：
3. Aaker, D. A.(1992).The value of brand equity.Journal of business strategy,13(4),27-32.
4. Anderson, J. C.,Gerbing, D. W.(1988).Structural equation modeling in practice: A review and recommended two-step approach.Psychological bulletin,103(3),411.
5. Bagozzi, R. P.,Yi, Y.(1988).On the evaluation of structural equation models.Journal of the academy of marketing science,16(1),74-94.
6. Berry, L. L.(2000).Cultivating service brand equity.Journal of the Academy of marketing Science,28(1),128-137.
7. Carbone, L.(1998).Keep up with the competition by focusing on the moment-by-moment details of daily operations.Nation s Restaurant News,32(10),26-26.
8. Chaudhuri, A.,Holbrook, M. B.(2001).The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty.Journal of marketing,65(2),81-93.
9. Chen, C. F.,Chen, F. S.(2010).Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists.Tourism management,31(1),29-35.
10. Chernatony, L. D.(1999).Brand management through narrowing the gap between brand identity and brand reputation.Journal of marketing management,15(1-3),157-179.
11. Delgado-Ballester, E.,Munuera-Aleman, J. L.,Yague-Guillen, M. J.(2003).Development and validation of a brand trust scale.International Journal of Market Research,45(1),35-56.
12. Fornell, C.,Larcker, D. F.(1981).Structural equation models with unobservable variables and measurement error: Algebra and statistics.
13. Garbarino, E.,Johnson, M. S.(1999).The different roles of satisfaction, trust, and commitment in customer relationships.the Journal of Marketing,70-87.
14. Gaski, J. F.,Nevin, J. R.(1985).The differential effects of exercised and unexercised power sources in a marketing channel.Journal of marketing research,22(2),130-142.
15. Hair, Joseph F., Jr.,Black, William C.,Babin, Barry J.,Anderson, Rolph E.(2010).Multivariate Data Analysis.Prentice-Hall.
16. Hightower, R., Jr,Brady, M. K.,Baker, T. L.(2002).Investigating the role of the physical environment in hedonic service consumption: an exploratory study of sporting events.Journal of Business research,55(9),697-707.
17. Hulland, J.(1999).Use of partial least squares (PLS) in strategic management research: a review of four recent studies.Strategic management journal,20(2),195-204.
18. Jarvenpaa, S. L.,Tractinsky, N.,Vitale, M.(2000).Consumer trust in an Internet store.Information technology and management,1(1-2),45-71.
19. Jöreskog, K. G.,Sörbom, D.(1993).LISREL 8: Structural equation modeling with the SIMPLIS command language.Scientific Software International.
20. Kim, M.,Kim, S.,Lee, Y.(2010).The effect of distribution channel diversification of foreign luxury fashion brands on consumers’ brand value and loyalty in the Korean market.Journal of Retailing and Consumer Services,17(4),286-293.
21. Kim,Kim,Goh.,Autum(2011).An examination of food tourist’s behavior: Using the modified theory of reasoned action.Tourism Management,32(5),1159-1165.
22. Kotler, P.,Gertner, D.(2002).Country as brand, product, and beyond: A place marketing and brand management perspective.Journal of brand management,9(4),249-261.
23. Lieberman, A.,Esgate, P.(2002).The entertainment marketing revolution: Bringing the Moguls, the Media, and the Magic to the World.FT Press.
24. Marken, G. A.(2003).Emotional Branding: How successful brands gain the irrational edge.Public Relations Quarterly,48(2),12.
25. Mason,Paggiaro(2012).Investigating the role of festivals cape in culinary tourism: The case of food and wine events.Tourism Management,6(33),1329-1336.
26. Moorman, C.,Zaltman, G.,Deshpande, R.(1992).Relationships between providers and users of market research: The dynamics of trust.Journal of marketing research,29(3),314-328.
27. Nunnally, J.(1978).Experiential marketing.Journal of marketing management,15(1-3),53-67.
28. Timo, R.,Hannu, K.,Lasse, M.(2007).Identifying Competitive Customer Value Propositions in Retailing.Managing Service Quality,17(6),621-634.
29. Turley, L. W.,Fugate, D. L.(1992).The multidimensional nature of service facilities.Journal of Services Marketing,6(3),37-45.
30. Wakefield, K. L.,Blodgett, J. G.,Sloan, H. J.(1996).Measurement and management of the sports cape.Journal of sport management,10(1),15-31.
31. Walls(2013).A cross-sectional examination of hotel consumer experience and relative effects on consumer values.International Journal of Hospitality Management,32,179-192.
32. Yazdanpanah, M.,Forouzani, M.(2015).Application of the Theory of Planned Behaviour to predict Iranian students' intention to purchase organic food.Journal of Cleaner Production,107,342-352.
33. 王明元,陳慧貞(2009)。主題餐廳結合文化創意產業經營成功因素之探討－以高雄懷舊餐廳爲例。商業現代化學刊，5(2)，55-69。
34. 林信成,謝添富,張佑安(2016)。探討保健食品品牌形象與購買經驗對消費者選購行為影響。中州學報，30，115-132。
35. 張宏生(2007)。服務補救與消費者情感，社會與功能價值的結構關係研究－以旅館業為例。經營管理論叢，43-61。
36. 陳佩汶(2014)。新北市，淡江大學國際企業學系。
37. 黃瀏英(2002).主題餐廳設計與管理.台北:揚智文化.
38. 董伊瑜(2010)。台北市，中國文化大學觀光事業學系。
39. 蔣家皓,楊宛寧(2012)。新北市，真理大學觀光事業學系。
40. 蔡玲瓏,陳致穎(2018)。體驗行銷對消費者滿意度與購買意願之影響分析。觀光與休閒管理期刊，6，63-71。
41. 羅緯(2005)。台北市，臺北科技大學商業自動化與管理研究所。

1. 洪新民(2023)。解決創新與資源困境：從製造代工到建立服務自有品牌。管理實務與理論研究，17(1)，50-64。
2. 鍾璧徽,鮑慧文,陳宥翔(2022)。以應用推敲可能性模型探究消費者使用電子票證意願之研究。管理資訊計算，11(特刊2)，120-137。