| Summary: | 碩士 === 國立交通大學 === 經營管理研究所 === 103 === With the development of Internet, more and more people use the Internet to record short stories of life style, and to share delicious food experience with friends through blog articles, so that consumers can see these delicacy food records to determine whether dining at the restaurant. Moreover, with the change in people's eating habits, image of the restaurant's exotic shops prevalence of Japanese, American and Italian style and so on can be seen everywhere in Taiwan. This study takes the Japanese restaurant for investigation, discussing the influence of consumer behavior in Taipei City by the blog word-of-mouth (WOM) and the store image. The samples of this research we collected from network survey, and 390 efficient questionnaires were received. This study finds out with some conclusions and suggestions as follows：
All blog WOM and store image are positively correlation with consumption.
1. The sincereness, reliability and attraction of blog WOM are positively influence with frequency, timing, period and amount of consumption.
2. The quantity and quality of meals of store image are positively influence with frequency, timing, period and amount of consumption.
In conclusion, this study provides some suggestions and recommendations for the supervisor of Japanese restaurant in managing or planning the marketing strategies, and the future potential study is also recommended at the end.
Keywords：Blog WOM, Store Image, Japanese Restaurant, Consumption.
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