隨著經濟結構與生活形態的轉變，了解影響消費者選擇餐廳的因素相當重要，除了食物的品質、優質的環境及餐廳的服務品質之外，建立與消費者的良好關係，讓消費者有較高的消費意願，更是刻不容緩的課題。本研究以無菜單料理餐廳為研究對象，探討其網路口碑、消費價值、消費意願之關聯性。問卷調查對象為有意願於該餐廳用餐之消費者，統計結果發現網路口碑對消費價值、網路口碑對消費意願、消費價值對消費意願皆呈現正向相關。研究結果與建議如下：1.建構多元網路平台行銷策略。2.增加活動讓顧客參與。3.多與顧客互動，建立關係。
With the transformation of the economic structure and lifestyle, it is very important to understand the factors that affect consumers' choice of restaurants. In addition to the quality of food, the high-quality environment and the service quality of restaurants, it is necessary to establish a good relationship with consumers, so that consumers can better High consumption willingness is an urgent issue. This study takes no-menu restaurants as the research object, and explores the correlation between their Internet word-of-mouth, consumption value, and consumption willingness. The subjects of the questionnaire survey are consumers who are willing to dine in the restaurant. The statistical results show that Internet word-of-mouth has a positive correlation with consumption value, Internet word of mouth with consumption intention, and consumption value with consumption intention. The research results and recommendations are as follows: 1. Construct a marketing strategy for multiple network platforms. 2. Increase activities to allow customers to participate. 3. Interact more with customers and build relationships.
