米其林評鑑於2018年在台灣發表《臺北米其林指南2018》，台灣高端餐飲更被重視。消費者如何認知米其林評鑑、米其林評鑑是否適用於台灣餐廳，因此消費者態度值得探究。本研究目的以來源可信度模型為基礎，提出米其林評鑑研究架構，透過消費者角度探討消費者對米其林評鑑認知及態度，是否影響消費者對米其林星級餐廳的認知風險及態度，及消費者對米其林評鑑認知是否透過評鑑態度及餐廳態度影響購買意願。本研究範圍選定台北市，研究對象不限制消費者一定要至米其林星級餐廳用過餐，以紙本問卷發放，共計回收有效問卷369份。
本研究驗證來源可信度模型可以應用於米其林評鑑研究架構，且餐廳評鑑包含專業、吸引力及可靠性，研究結果發現消費者對米其林評鑑認知正向影響其對評鑑態度，負向影響其對星級餐廳的認知風險，但認知風險不顯著影響對星級餐廳的態度，消費者對米其林評鑑認知不會顯著透過評鑑態度影響購買意願，但會顯著透過餐廳態度影響購買意願，驗證餐廳態度為部分中介變數。本研究透過消費者的角度了解對於米其林星級餐廳的態度及購買意願，可以協助高端餐廳業者更加了解消費者的認知與態度，提供想獲得星級評鑑的餐廳相關資訊，並提供餐廳評鑑的學術資訊給予學術討論與實務建議。
Michelin Guide published in Taiwan Taipei in 2018, and it contributed Taiwan’s high-end restaurants are more valued. However, how consumers perceived Michelin Guide, may it apply to Taiwan’s restaurant remain questionable. Therefore, consumers’ attitude towards Michelin-starred restaurants was worth exploring. One of the purposes of this study was to propose Michelin Guide research model based on theory of source-credibility model. Second purpose was to explore the consumers’ perception and attitude of Michelin Guide. Third purpose was to investigate whether consumers’ perceived risks would influence attitude toward restaurants. Forth purpose was to examine the relationship between consumers’ attitude and purchase intention towards restaurants. The research adopted paper questionnaire, total of 369 valid questionnaires were collected.
The results of the study found that consumers’ perception of Michelin Guide had a positive effect on attitude towards Michelin Guide, and a negative effect on perceived risks. Perceived risks didn’t significantly affect attitude towards restaurants. Consumers’ perception towards Michelin Guide didn’t significantly affect purchase intention through the attitude towards Michelin Guide, but it significantly influences purchase intention through the attitude towards restaurants. Restaurant attitude was a partial mediator in the research framework. The study would not only help restaurant operators to better understand consumers’ perceptions and attitudes, but also provided information for restaurants which wanted to obtain star rating.
