本研究旨在探討品牌形象與從眾效應對 Z 世代消費者在餐酒館選擇行為之影響，並進一步檢視品牌關係品質與顧客關係品質在此影響路徑中的中介效果。品牌形象作為消費者對品牌整體印象的感知，而從眾效應則揭示消費者在不確定情境中參考他人行為的心理機制。透過文獻探討與質性訪談，本研究確認品牌形象與從眾效應皆可影響Z世代消費者的行為意向，並提出品牌關係品質與顧客關係品質作為中介變數的假設模型。本研究採取質性與量化並行的研究方法，首先針對Z世代消費者進行質性訪談，以了解他們在餐酒館消費時對品牌形象與從眾效應的感受，並以此作為問卷設計基礎。問卷數據採用線上發放，最終回收有效樣本 157 份，並透過 SPSS 進行敘述性統計、信度分析、因素分析與迴歸分析。實證結果顯示，品牌形象與從眾效應對 Z 世代消費者行為意向具有顯著正向影響；而兩個中介變數則在品牌形象與從眾效應對行為意向之影響中發揮部分中介效果。本研究結果不僅補充了消費者行為領域的理論基礎，亦提供餐酒館品牌在市場競爭中強化品牌形象與顧客關係之實務建議，協助業者針對 Z 世代消費者提升顧客黏著度與品牌競爭力。

This study investigates how brand image and herd effect influence Generation Z consumers' choices in gastropubs, with brand relationship and customer relationship quality serving as mediators. Brand image is defined as consumers' perception of a brand's overall impression, while herd effect refers to the psychological tendency of consumers to follow others' behaviors in uncertain situations. Adopting a mixed-method approach, the study begins with qualitative interviews targeting Generation Z consumers to explore their views on brand image and herd effect. These insights guide the design of a questionnaire, which was distributed online, collecting 157 valid responses. SPSS analysis reveals that both brand image and herd effect have a significant positive impact on Generation Z consumers' behavioral intentions, with brand and customer relationship quality partially mediating these effects. The findings provide theoretical contributions to consumer behavior research and practical recommendations for gastropub brands aiming to enhance customer retention and competitiveness.

論文審定書 ................................................................................................... i
誌謝............................................................................................................... ii
中文摘要........................................................................................................iii
英文摘要....................................................................................................... iv
目錄................................................................................................................ v
圖次.............................................................................................................. vii
表次.............................................................................................................. viii

第一章 緒論 ............................................................................................................ 1
第一節 研究背景與研究動機 .............................................................................1
第二節 研究目的 ................................................................................................ 3
第三節 研究流程 ................................................................................................ 4
第二章 文獻探討 ................ ..................................................................................... 5
第一節 品牌形象 ................................................................................................ 5
第二節 從眾效應 ................................................................................................ 8
第三節 品牌關係品質 ....................................................................................... 11
第四節 顧客關係品質 ....................................................................................... 13
第五節 消費者行為意向 ................................................................................... 16
第三章 研究方法 ..................................................................................................... 18
第一節 研究方法之選擇 ....................................................................................18
第二節 資料蒐集方法 ........................................................................................22
第三節 質性訪談程序 ........................................................................................24
第四節 量化研究程序 ....................................................................................... 25
第四章 質性個案研究分析 ..................................................................................... 26
第一節 研究假設推導 ........................................................................................26
第二節 研究架構與研究假設 ........................................................................... 33
第三節 研究變數之衡量問向 ........................................................................... 34
第五章 量化研究結果 ............................................................................................. 39
第一節 樣本結構分析 ................................................................................ 39第二節 敘述性統計分析 .................................................................................. 41
第三節 變數衡量的信效度分析 ................................................................ 45 第四節 迴歸分析與假設驗證 .................................................................... 52
第六章 研究結論與建議 ........................................................................................ 56
第一節 研究結論 ........................................................................................ 56 第二節 研究貢獻 ........................................................................................ 59 第三節 研究限制與建議 ............................................................................ 62
參考文獻 .................................................................................................................. 64
附錄一 訪談大綱...................................................................................................68
附錄二 正式問卷.......................................................................................................70

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