口碑行銷自網際網路與社群媒體的崛起產生不一樣的面貌，消費者不只傳遞口碑，甚至更依賴口碑做行為決策，其中餐飲業受到口碑的影響更大。近年來台灣食安問題頻繁，造成許多知名餐飲業都身受其害，在2014年10月爆發的飼料油事件，更讓許多餐飲品牌的聲譽從正面變為負面，而如何改變消費者的看法與口碑傳遞因素將是必須了解的課題。本論文將以王品集團為研究對象，探討飼料油事件對其口碑的影響結果，以及不同消費者在不同品牌情境所產生的口碑動機因素。
本研究將以消費者對餐廳的顧客滿意度與品牌形象產生的口碑意圖為基礎，另外結合三項正面口碑動機並納入不同價位與飼料油事件的影響情境導出研究模式。主要針對台灣消費者發放網路問卷，並收回389份有效問卷進行分析，以敘述性統計了解消費者背景，透過迴歸分析比較飼料油事件對消費者口碑意圖的影響差異，再以中介分析方法比較不同價格定位的餐廳口碑動機的中介效果差異。
研究結果顯示，口碑動機在品牌形象、顧客滿意度到口碑意圖之間具有中介變數，透過口碑動機的影響，讓消費者更易產生口碑意圖；而不同情境下，三個口碑動機的中介效果也不相同，可見在不同定位下的餐廳，所要刺激的口碑動機也不相同。另外，在飼料油事件的影響下，消費者的口碑意圖結果已大不如事件之前，表示事件的影響不單只是品牌本身，更牽涉到未來消費者的口碑意願，點出企業危機處理時機的重要性。

Since the rise of the Internet and social media, the Word-of-Mouth marketing has different features. Consumers not only transmit the Word-of-Mouth but also dependent on the Word-of-Mouth to make behavioral decisions. It is greater impact in catering industry. There are many food safety scandal in Taiwan in recent years, and the issues result in many well-known restaurants all suffering, especially in the scandal of animal feed oil broke out in October 2014, leaving many catering brands reputation from positive into negative. How to change the perception of consumers and to understand the factor in Word-of-Mouth transmitting will be the necessary topic. The paper focus on Wowprime for study, explore the Word-of-Mouth influence and result by scandal of animal feed oil, and analyze the motivation in different brands situations.
This study bases on customer satisfaction and brand image affecting Word-of-Mouth intention and combines with three Word-of-Mouth motivation, then adds different situation, price and scandal of animal feed oil, to derive model. Paying for Internet Questionnaires to Taiwanese consumers and recovering 389 valid questionnaires to proceed to analyze. Understanding the consumer background by descriptive statistics, comparing the difference of the Word-of-Mouth motivation in scandal of animal feed oil by regression analysis, then comparing the mediator effect of the Word-of-Mouth motivation in different price positioning by mediator analysis.
The results show that the Word-of-Mouth motivation is a mediator between the relationship of brand image and customer satisfaction. And consumers would generate Word-of-Mouth intention much easily through the influence of Word-of-Mouth motivation. The mediator effects of three motivations are different under seperate situations, so managers need to understand different motivations of different target consumers. In addition, under the influence of scandal of animal feed oil, the consumers’ word-of-mouth intention is not as good as before the scandal of animal feed oil. It indicates that the crisis not only harms the brand, but also involves consumers’ word-of-mouth willingness in the future, and points out the importance of timing in company crisis management.

論文審定書 i
論文授權書 ii
誌謝 iii
摘要 iv
Abstract v
目錄 vi
圖次 vii
表次 viii
第一章 緒論 01
第一節 研究背景與動機 01
第二節 研究目的 04
第三節 研究流程 05
第二章 文獻探討 06
第一節 口碑 06
第二節 顧客滿意度 07
第三節 品牌形象 07
第三節 口碑意圖 09
第四節 口碑動機 10
第三章 研究設計 14
第一節 研究架構 14
第二節 研究模式 15
第三節 情境探討 18
第四節 研究變數衡量方式與操作型定義 21
第五節 研究對象 24
第六節 研究方法 25
第四章 實證分析 27
第一節 樣本結構敘述與變數基礎分析 27
第二節 口碑動機之中介效果驗證 34
第三節 不同價格定位餐廳對口碑動機之中介效果比較 38
第四節 飼料油事件之干擾效果驗證 41
第五節 實證結果彙整 46
第五章 結論與建議 48
第一節 研究結論 48
第二節 研究建議 53
第三節 管理意涵 55
參考文獻 56
附錄 63

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三、網路部分
Opview社群口碑資料庫，2014，「食品餐飲業-社群口碑行銷趨勢發表會」，www.opview.com.tw/1033/發表會訊息-食品餐飲業-社群口碑行銷趨勢發表會
天下雜誌，2014，「三分鐘 快速搞懂飼料油風暴」，http://www.cw.com.tw/article/article.action?id=5061795
天下雜誌，2014，「食安風暴席捲全台」，http://www.cw.com.tw/special/specialPlanning.action?id=1468
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康健雜誌，2014，「人類真的不能吃動物吃的飼料油嗎?關於飼料油與食用油的問與答」，http://www.commonhealth.com.tw/blog/blogTopic.action?nid=743&typeUuid=aa0f7739-c885-4ccd-8aec-cdcc4d172bca
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