餐廳環境是影響消費者行為的重要關鍵因素，本研究以M-R環境心理模型為理論基礎，實證分析消費者對於高級中式餐廳環境中之背景音樂類型偏好與消費情緒及行為反應，提供高級中式餐廳業者作為餐廳背景音樂類型設計發展之參考應用。
本研究採用量化調查研究法，以高級中式餐廳之消費者為研究對象，採立意與滾雪球方式進行抽樣，運用平板電腦模擬餐廳情境與播放背景音樂及網路問卷進行施測驗，獲得有效樣本393份。研究工具包括：「個人背景資料調查表」、「背景音樂類型偏好量表」、「消費情緒量表」及「行為反應量表」；施測結果以統計套裝軟體SPSS for Windows 22.0進行分析。
結果發現，受試者在高級中式餐廳的音樂氛圍設計中較偏好中式古典音樂；具有背景音樂的高級中式餐廳較能引起消費者的消費情緒；不同背景音樂類型皆與消費情緒及行為反應呈現顯著正相關；中式古典音樂、古典音樂、中式爵士音樂、爵士音樂等皆能與消費情緒顯著的預測消費者行為反應。
結論與貢獻：當消費者對於餐廳背景音樂類型偏好越高時，對於消費情緒與行為反應之程度也越高，而消費者在具有背景音樂的餐廳環境氛圍之中，亦會產生特定的情感並產生消費情緒影響行為反應。本研究結果將提供給餐廳經營者在設計餐廳場域氛圍時之參考，期能創造餐廳的品牌形象，強化服務品質進而提升消費行為，此為本研究之最大貢獻度。
The environment of restaurants is a key element that affects consumer behavior; the theory of this study is based on M-R Environmental Psychology Model. The purpose of this study is to analyze consumers’ preference in the background music genre, customers’ emotions and responses in the fine dining chinese restaurant. Provide the fine dining restaurant industry as a reference for the development and design of the background music genre.
This study utilized quantitative survey research, taking samples with purpose and snowball by using tablet computer and web surveys to simulate background music genre in the restaurant; 393 (98.25%) samples complete the questionnaire with valid responses. The instrument of this study consist of four sections: “Background Music Genre Preference Scale, BMGPS”, “Consumers’ Emotions Scale, CES” and “Consumer Response Scale, CRS”. The research analysis was conducted on SPSS 22.0 statistical software.
The results yielded the following findings: the test subjects preferred Chinese style of classical music in the restaurant; restaurant environment with background music elicited consumers’ sentiment; Different types of various aspects of consumer sentiment and response; Chinese style of classic music, Chinese style of jazz music, classic music, jazz music, and other variables consumer sentiment allowed for the forecasting of consumers response.
Conclusion and contributions: When consumers show a higher preference for a restaurant’s music genre, the degree of consumer sentiment and response will also increase. In addition, consumers in the restaurant environment with background music will have specific emotional reactions and consumer emotions to affect responses. The results of this study will be provided to restaurant operators for timely reference in the design of the restaurant field. It is expected to create the restaurant's brand image, strengthen service quality and enhance consumer behavior, which is the greatest contribution to this research.
