自然田野主題餐廳消費體驗與滿意度之研究──以薰衣草餐廳為例

Research on Consumption Experience and Satisfaction of Natural Field Themed Restaurants—Taking Lavender Restaurant as an Example

顧客心思難以掌握，對於經營者而言，常問的一項課題，掌握了顧客需求嗎？此外，時下的消費者更傾向於透過不同的產品或服務來展現其獨特的個性和品味並反映出消費潮流的多樣性。產品能帶出個人形象的特徵化，如自然田野主題餐廳「植物不僅是植物」概念設計的餐廳，正是迎合不斷變化的餐飲消費需求，其簡約自然的美感吸引了眾多消費者。自然田野餐廳豐富起其身心靈體驗與消費，也悄悄地掀起一陣炫風自然風餐飲的競合，分食餐飲業的佔有率。本研究以問卷調查方式蒐集臺中薰衣草森林餐廳的消費者，有效樣本220份，輔之以訪談2位專家學者，研究結果發現：（1）薰衣草森林餐廳的消費者體驗行銷對於滿意度具有正向顯著關係（2）餐廳之體驗價值對於滿意度具有正向顯著關係；（3）顧客滿意度對再次重遊意願具有正向顯著關係（4）自然田野主題餐廳受人們偏好、消費意圖最高，本研究依理論收集與分析、問卷調查與訪談結果提出相關建議。

In the 21st century, it is difficult to grasp the minds of customers. Personalized and diversified consumption trends enable many consumers to express their unique personalities and tastes with products or services. The restaurant designed with the concept of ''plants are not just plants'' caters to the constant with the changing catering consumption needs, its simple and natural beauty has attracted many consumers. Natural Field Restaurant enriches the mind, body and soul, and also quietly sets off competition in the catering industry, taking a share of the catering industry's pie. This research collects consumers of Taichung Lavender Forest Restaurant by means of questionnaire survey, with 220 valid samples, and interviews with 2 experts and scholars. The research results show that:（1）Experiential marketing has a positive impact on satisfaction（2）Experiential marketing Value has a positive impact on satisfaction;（3）Satisfaction has a positive impact on revisit intention. This study puts forward relevant suggestions based on the research results.