| Summary: | 碩士 === 國立嘉義大學 === 行銷與觀光管理學系研究所 === 107 === With the enhancement of people focus on service innovation and rise of new service APP in recent years, more and more restaurants have implemented the service innovation system. Therefore, the objective of this research is to explore whether service innovation had influence consumers’ purchase intentions, or whether their purchase intentions had been influenced by the perceived value of other things. This research made use of the questionnaires method. Of the total of 498 questionnaires distributed, 466 copies of those returned were deemed as valid, giving a recovery rate of 93.6%. Structural equation modeling (SEM) was applied to test the research hypothesis. The conclusions of the research were as follows: (i) When consumers have a high level of awareness of restaurant service innovation, it will have a significant impact on their attitude; (ii) When consumers have a better understanding of service innovation in restaurants, they will have a significant positive impact on their perceived quality; (iii) When consumers have a better understanding of service innovation in restaurants, they will have a significant positive impact on their perceived value; (iv) When consumers have a better attitude, they will have a significant positive impact on purchase intention; (v) The perceived quality and perceived value of consumers can influence the purchase intention through attitude. It is hoped that the research results will understand whether service innovation really affects the purchase intention and its impact, and if we can more recognize the correlation between service innovation and purchasing behavior, it can be used as a reference for future operators in service innovation and marketing strategy formulation.
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