本研究旨在探討以狗為主題之寵物餐廳的策略體驗模組、體驗價值與消費者行為意向之現況，並了解曾經去過以狗為主題之寵物餐廳的消費者不同背景變項與消費情形在策略體驗模組、體驗價值與消費者行為意向的差別；以及策略體驗模組，體驗價值與消費者行為意向的相關性、預測力及體驗價值的中介效果。採取立意抽樣方式進行問卷調查法，選取台北3家以狗為主題之寵物餐廳，研究工具包含「個人背景資料與消費情形」、自編「寵物主題餐廳策略體驗模組量表」、「寵物主題餐廳體驗價值量表」、「消費者行為意向量表」等四部分。
本研究以351位曾經到以狗為主題之寵物餐廳用餐的消費者為樣本，以spss18進行資料分析。研究結果發現：消費者多以年輕女性為主，而女性對餐廳的策略體驗模組、體驗價值與消費者行為意向皆優於男性；大多想要去以狗為主題之寵物餐廳的原因是可以與自己的寵物一同用餐或是可以與店狗互動；策略體驗模組、體驗價值與消費者行為意向有顯著的相關性；體驗價值在策略體驗模組與消費者行為意向間存在部分中介效果。建議餐廳業者可以將客群鎖定在年輕的女性族群，並且可以多增加一些寵物服務或是寵物互動空間來提升消費者的行為意向。
The aim of the study is to explore the strategic experience module, experience value and consumer behavior intentions of dog pet theme restaurant. To further understand the difference in background and consumption situation, the relationship between the experiential value and the consumer behavior intention as well as the predictive power and the empirical value of the intermediary effect for the consumers who have been to the dog-themed pet restaurant. We select three dog-themed pet restaurants in Taipei and proceed the questionnaire survey. The research tools include "personal background information and consumption situation", self-made "pet theme restaurant strategic experience module scale", "pet theme restaurant experience value scale " and " consumer behavior intention scale ".
In this study, 351 people who dined at the dog-themed pet restaurant were selected as a sample and analyzed by SPSS18. The results show that the consumers are mainly young women referring that women's strategic experience module, experience value and consumer behavior of the restaurant are better than that of men. The motivations for visiting the dog-themed pet restaurant are dining with their own pet and interacting with other dogs. Moreover, there is a strong correlation between strategic experience module, experience value and consumer behavior intention. The experience value in the strategic experience module and consumer behavior intention also exist a part of intermediary effect. As a result, it is highly recommended that the restaurant industry can focus on the young female groups and provide more pet services or pet interactive space to enhance consumer behavior intentions.
