本研究研究了選擇異國情調餐廳時顧客決策過程中重要的因素之一，並探討了顧客支付意願與異國情調餐廳服務之間的關係。由於近年來人們的飲食習慣多為外食，且在台灣異國情調的餐廳數量迅速增加。顧客選擇餐廳基於多種因素，大多數人認為高品質，美味的食物是餐廳選擇的首要任務。但由於先前很少有研究可以發現異國真實性和實體環境在增加異國情調餐廳支付意願(WTP)方面的作用。因此，了解這種關係對於異國情調的餐館老闆/經理達到預期的顧客滿意度很重要。此外，一些研究表明，餐廳實體環境和異國真實性可能會影響支付意願進而影響願付價格。
本研究以泰精選認證餐廳為例來設計問卷，問卷以簡單抽樣進行調查，發放地點為人潮眾多地點及泰精選餐廳前，有效問卷437份。結果發現實體環境、異國真實性與願付價格是具有相關；在迴歸分析中發現實體環境、異國真實性對願付價格有影響。
在實務方面貢獻，將可提供給異國餐館業業者，在餐廳內的實體環境及異國真實性方面多做改善；未來研究可以針對不同國家的異國餐廳及尚未認證之泰式餐廳進行更深入之研究。
This study identifies the most important factors in the customer decision-making process when choosing an exotic restaurant, additionally it explores the relationship be-tween customers’ willingness to pay and exotic restaurant services. The number of exotic restaurants in Taiwan has been growing rapidly due to people’s dietary habit for dineing out in recent years. Most people believe high-quality, good-tasting food is the first prior-ity in restaurant selection. Since little previous research is to be found on the role of eth-nic authenticity and physical environment in the relation to increasing willingness to pay (WTP) for exotic restaurant. Understanding the relationship is important for exotic res-taurant owners/managers in attainign the expected level of customer satisfaction. More-over, several studies indicated that restaurant physical environment and ethnic authentic-ity could influence the WTP. This study will use the questionnaire for data collection. Statistical methods use in this study include narrative statistics, chi-square verification, project analysis, reliability analysis, and linear regression. Thus, this study aims to inves-tigate whether restaurant atmospherics have an influence on customers’ behavioral inten-tions, particularly their intentions to their willingness to pay more; and the findings can provide a reference for exotic restaurant owners/managers in planning restaurants’ phys-ical environment and ethnic authenticity.
