由於台灣民眾對外食的需求量日漸增加，菜單設計是餐廳經營成敗的關鍵。本研究欲瞭解透過菜單的美學設計、餐廳形象的傳達、熱量標示，與消費者衝動性購買的影響程度為何。本研究將以問卷調查法進行資料收集，以探索性因素分析、驗證性因素分析檢驗量表信度與效度，並以多元迴歸分析進行假說檢定。 本研究理論貢獻為以 SOR 理論為基礎，針對餐廳形象與熱量訊息對於「菜單美學知覺-衝動性購買傾向」以及「菜單美學知覺-衝動性購買行為」關係之調節效果進行研究。換言之，強調不同刺激間的交互作用對於有機體以及反應之影響，拓展了 SOR 理論原有的觀點。其次，餐廳形象與熱量訊息揭露是以隱喻的方式，透過淺移默化的作用，讓消費者在不知不覺中因菜單的美學設計而引發其點選附餐的行為。最後，熱量訊息揭露是以迂迴的方式，透過弱化「菜單美學知覺-衝動性購買行為」的正向關係，來發揮其影響效果。本研究結果對學術理論及業界發展將有所貢獻，並有助於餐廳經營者瞭解在不同情境之下，可能誘發或是抑制衝動性購買之情況。因此，擬定獨特的促銷策略，強化消費者的衝動購買，提昇餐廳業者的競爭優勢。

As Taiwanese people’s demand for eating out increases daily, menu design has become essential to restaurants’ success. This study intended to discover the influence of store image, the aesthetic design of a menu, and calorie labeling on consumers’ impulsive ordering behavior. The questionair was used for data collection. CFA and EFA were employed for testing the reliability and validity. Mutiple regression was used for hypotheses test.  This study’s theoretical contribution is based on the stimulus-organism-response (SOR) theory; we conducted the research by focusing on the adjustment results of restaurant image and calorie information on the “menu aesthetic perception-impulse buying tendencies” relationship and the “menu aesthetic perception-impulse buying behavior” relationship. In other words, by emphasizing the influence that the interaction effect between different stimuli has, on organisms and reactions, we elaborated on the original perspectives expressed in the SOR theory. Further, restaurant image and calorie information disclosure are symbolic and have a subtle influence, causing consumers to order side dishes imperceptibly because of the aesthetic design of the menu. Finally, calorie information disclosure indirectly weakens the positive relationship between “menu aesthetic perception and impulse buying behavior,” by exerting its influence. The results of this study will contribute to enhancing academic theories and industry development, and it helps restaurant operators understand different situations that may cause or restrain impulse buying situations. Therefore, this study will help develop unique promotional strategies to strengthen consumers’ impulse buying and enhance restaurant operators’ competitive advantage.

目錄
目錄	II
表目錄	II
圖目錄	III
第一章 緒論	1
第一節 研究背景與動機	1
第二節 研究問題與目的	8
第三節 研究目的	9
第四節 研究流程	9
第二章 文獻探討	11
第一節 刺激-有機體-反應(Stimulus–Organism–Response, S-O-R)	11
第二節 菜單設計	14
第三節 衝動購買	20
第三章研究方法	25
第一節 研究架構	25
第二節 研究假說	25
第三節 研究設計	30
第四節 資料分析方法	38
第四章 分析結果	44
第一節 前測分析	44
第二節 正式問卷資料之敘述統計	46
第三節 驗證性因素分析	51
第四節 假說檢定	54
第五節 變異數分析 不同背景之受訪者在各研究變項上之差異	60
第五章 結論與建議	66
第一節 研究結論	66
第二節 研究貢獻	69
第三節 管理意涵與實務建議	71
第四節 研究限制與未來建議	75
參考文獻	77
附錄 問卷	99

 
表目錄
表3-1  專家背景資料	30
表3-2  衝動性購買傾向的衡量問項	31
表3-3  附餐選擇的衡量問項	31
表3-4  餐廳形象的衡量問項	32
表3-5  菜單美學知覺的衡量問項	33
表3-6  熱量訊息的衡量問項	33
表3-7  人口統計變項	34
表3-8  驗證性因素分析之模式配適度指標	41
表4-1  量表因素分析與內部一致性	45
表4-2  樣本變項百分比	47
表4-3  平均數、標準差與相關係數	49
表4-4  各構面題項之平均數、標準差、偏態係數與峰態係數	50
表4-5  正式樣本之驗證性因素分析結果、CR值與AVE值	52
表4-6  驗證性因素分析之模式配適度指標與結果	53
表4-7  迴歸分析結果	57
表4-8  根據調節變數分組後之單純主效果分析	59
表4-9  不同背景受訪者在各研究構面知覺上之差異分析結果	61
表4-10 不同背景受訪者在各研究構面知覺上之事後檢定	61

 
圖目錄
圖1-1　研究流程圖	10
圖2-1  Jacoby之S-O-R架構	11
圖3-1 研究架構	25
圖3-2 餐廳環境示意	35
圖3-3 主、附餐菜單(無熱量標示)	36
圖3-4 主、附餐菜單(有熱量標示)	36
圖4-2 迴歸分析路徑圖	58
圖4-3 餐廳形象對菜單美學知覺-衝動性購買行為關係之調節效果	59
圖4-4 熱量訊息揭露對菜單美學知覺-衝動性購買行為關係之調節效果	60

一、中文部分
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