基于M-R模型的休闲餐厅环境对顾客行为影响的实证研究  

Atmospheric Effects on Customers' Behavior in the Casual Restaurant: An Empirical Study Based on Extended Mehrabian–Russell Model

作　　者：熊伟[1] 宋锐[1] 

机构地区：[1]华南师范大学旅游管理系,广东广州510631

出　　处：《北京第二外国语学院学报》2011年第9期54-63,共10页Journal of Beijing International Studies University

基　　金：广东省哲学社会科学规划项目(09GO-09);广东省自然科学基金自由申请项目(10151052101000008);广东省自然科学基金博士启动项目(9451063101002226)

摘　　要：休闲餐饮作为一种新型餐饮形式备受消费者青睐,其环境和氛围正是其最大的吸引点。而M-R模型提出的"刺激物—有机体—反应"的结构能有效解释物理环境对个体行为如何造成影响。本文以休闲餐厅环境为研究对象,通过问卷调查获取第一手资料,采用SPSS统计软件的多种分析功能,探索基于顾客视角的餐厅环境构成要素和评价体系,并借用M-R模型深入研究餐厅环境对顾客情绪反应和行为反应的影响机理。结果显示:休闲餐厅环境要素评价体系由19个评价指标,共计五大因素构成,即视觉刺激要素、听觉刺激要素、无形要素、服务性要素以及空间和周围顾客要素;休闲餐厅环境显著影响顾客趋近行为和顾客积极情绪;顾客情绪反应显著影响顾客趋近行为;顾客情绪反应在环境和顾客趋近行为之间充当部分中介。最后,还对本研究后续可以进一步开展的工作进行了展望。As one kind of the most popular dining styles, the new-fashioned Casual Dining attracts tons of customers by its environment and atmosphere. Moreover, M-R model reveals the structure of ＂Stimulus-Organism-Response＂ which can effectively explain how the atmo- spherics leads to the behaviors. The main purpose of this study is to examine the measurement system of the Casual Restaurants consumption environment from the perspectives of customers and the role of Casual Restaurants＇ consumption environment on customers＇ emotional responses and behaviors, Data were collected using a questionnaire survey and were analyzed via SPSS 16.0.The findings are showed as followings： The restaurants environment comprises totally 19 factors into 5 dimensions consisting of visual stimulus, auditory stimulus, intangibles, servers, congestion degree and other customers. Restaurants environment affects both customers＇ advent behavior and positive emotion significantly. Emotional response also influences customers＇ advent behavior obviously. Emotional response plays as the mediate between restaurants environment and advent behavior. Finally, some suggestions for follow-up research are put forward.

关 键 词：休闲餐厅 环境 M—R模型 顾客行为 影响 

分 类 号：F59[经济管理—旅游管理]