The Perception and Intention of Eating at Exotic Restaurants

• Main Authors: Chan Ah Kim, 陳雅琴
• Other Authors: Yu-Hua Christine Sun
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/22345676745067378386

碩士 === 國立臺灣師範大學 === 餐旅管理與教育研究所 === 100 === The research framework of this thesis is based on Ajzen’s “Theory of Planned Behavior” (1985). The main purpose is to investigate the consumer’s behavioral intention, explore the relationships among each variable, and predict consumer’s intention. This research will help the businessmen survive competition and help develop sustainable strategies.In order to investigate and predict the consumer’s behavioral intention of eating at exotic restaurants, the author uses Internet questionnaire and applies 7-pont Likert-type scale, structural equation modeling, SEM) and statistical software AMOS 19.0 to analyzing the data. Through the analysis of the following variables: leisure benefit, subjective nor, perceived behavior control and a newly added “Hedonic values,”the author explores how these variables influence consumer’s attitude and intention of eating at exotic restaurants.