The Influence of Consumer Motivation and Emotional Experience on Customer Satisfaction of Theme Restaurant

• Main Authors: Lo ming, 羅銘
• Other Authors: Hsin-Tai Chen
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/62999418542257127099

碩士 === 大葉大學 === 休閒事業管理學系碩士在職專班 === 103 === With the advent of the experience economy, people do not go to restaurants only for eating. Eating, drinking coffee seems to have become a part of the social intercourse and life. Consumer went to the restaurant, Customer in addition to emphasis on whether or not the food delicious, but also pay attention to the atmosphere will create the theme of the restaurant. This research was aimed to exploring influence of consumer motivation and emotional experience on customer satisfaction of the theme restaurant. The research sample is customers of “ Kai-Yue-Chi-Bing Themed Restaurant” in Chang-hua City . Using a convenience sampling method, 300 questionnaires were distributed and of 273 completed questionnaires were returned. Structural Equation Modeling was used to explore the emotional experience of the restaurant on the consumer motivation and satisfaction of the degree of influence; data analysis methods include descriptive statistics, reliability analysis, ANOVA analysis, independent sample t test, hierarchical regression Pearson product moment correlation analysis. The results indicated that consumer motivation, emotional experience significant positive impact on customer satisfaction ,emotional experience of consumer satisfaction and motivation to not cause interference.