台灣國民生活水平提高，加上政府提倡產業轉型的推波助瀾之下，對多數餐飲業者而言，台灣市場已經從以往單純的販賣餐點賺取利潤的餐飲業，進階成為消費者提升一整套服務流程。懂吃又愛吃美食的台灣人自然也造就了龐大的餐飲商機，不但市場營業額年年成長，餐飲業所帶動的周邊產業與創造的就業都是國內經濟重要的基礎。根據市場觀察，台灣餐飲市場早已是百家爭鳴且日趨於飽和，因此越來越多業者透過台灣成功的商業模式將營業範疇擴及到中國大陸、東南亞甚至全世界。然而，美味而有特色的餐點早已是成功的餐飲業者必備的條件，而「品牌」成為目前台灣餐飲業者積極投入資源發展的重要指標。
本研究認為品牌對於企業是一個獨特且重要的資產，因此以品牌的概念角度切入，深入探討台灣餐飲火鍋業中，消費者是否會受到品牌聲譽、餐廳氣氛與品牌個性的影響，造成消費行為的改變；而其中品牌認同在影響過程中所扮演的角色，也是本研究關注的重點。此外本研究更進一步將消費情緒此一變數納入探討，希望了解情緒在用餐時是否會產生干擾效果。針對曾到石二鍋用餐的消費者，本研究共回收647份有效樣本，透過階層迴歸分析後發現，品牌聲譽、餐廳氣氛與品牌個性確實可以顯著且正面的影響消費行為。而品牌認同在其中具有部分中介之效果，消費情緒則會對品牌認同影響消費行為的過程中，產生干擾效果。
本研究認為，管理者應努力維持品牌的核心價值，以建立消費者對品牌聲譽的一致性；而鮮明的品牌個性可使品牌產生差異化，更可以吸引與品牌個性相近的消費者；良好的餐廳氣氛可以讓顧客產生不同於過去的消費體驗。這些因素皆有助於提高消費者品牌忠誠度等消費行為。此外建議管理者應透過餐廳配色、加強整潔與服務效率等方式提升顧客的品牌認同；利用餐點的創新與服務品質提升，形成正面的消費情緒，加深其對於品牌忠誠度、顧客滿意度與購買意願的影響。

In recent years, the living standard in Taiwan is promoted by the growth of economy. With the help of industrial transformation policies employed by Taiwan government, the business model in catering industry changed dramatically. Compare with other industries, starting a business from catering industry is easier. Thus, there are numerous brands succeed in Taiwan, and some of them tend to expend their business to China, Southeast Asia even to the whole world.
The core of this study is based on the model of brand personality and literature review. The research model has combined brand reputation, atmosphere, brand personality, brand identification, brand loyalty, customer satisfaction, purchase intention and emotion. The samples of 674 collected through questionnaire survey. The study takes the regression analysis to test the effects of brand reputation, atmosphere, brand personality on consumer behaviors, the mediator effect of brand identification; the moderator effect of emotion. The result showed brand reputation, atmosphere, and brand personality will significantly and positively influence consumer behavior. In addition, brand identification has the partial mediator effect, and the moderator effect of emotion of this study is proved.
Based on the result, managers should be engaged in maintain the core value of the brand to bring out positive consumer behaviors. A restaurant with brilliant brand personality and attractive atmosphere would leads great consumer behaviors as well. Besides, manager can promote brand identification and enhance brand loyalty, customer satisfaction and purchase intention by color arrangement, providing a friendly, clean dining and efficient order service for customers.

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 v
圖次 vii
表次 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 7
第三節 研究流程 8
第四節 研究範圍與限制 9
第二章 文獻探討 11
第一節 個案介紹 11
第二節 個案公司簡介 12
第三節 品牌個性模型 16
第四節 品牌認同模型 21
第五節 餐飲消費行為模型 24
第三章 研究設計 31
第一節 研究架構 31
第二節 研究模式 32
第三節 研究方法 38
第四章 實證分析 47
第一節 樣本結構敘述與變數基本分析 47
第二節 驗證品牌聲譽、餐廳氣氛與品牌個性之影響 62
第三節 驗證品牌認同之中介效果 65
第四節 驗證消費情緒之干擾效果 69
第五章 結論與建議 76
第一節 結論 77
第二節 建議 84
第三節 管理意涵 88
參考文獻 89
附錄─石二鍋消費行為影響因子之研究問卷 98

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