摘要
奢華的產品可觸摸得到及可感受到產品實質性的利益與高附加價值，但是在服務產業裡的奢華，消費者是否也相同感受到其所蘊含之實質性利益與高附加價值？本研究則以奢華餐廳做為研究主軸，探討餐點品質與服務場域對消費者感知功能利益、體驗利益和象徵利益及知覺價值和滿意度之影響，採網路問卷調查，共獲得有效問卷 525 份。
本研究利用驗證性因素分析檢驗各個構面之配適度，再以結構方程模式檢視餐點品質和服務場域與消費者利益感知之間的關係。研究結果顯示，奢華餐飲服務的餐點品質、服務場域與功能利益及象徵利益和知覺價值及滿意度之間確有正向影響關係，惟餐點品質對於象徵利益是負向關係。與體驗利益之間僅有服務場域和知覺價值存有正向影響，餐點品質及滿意度皆無產生影響。本研究提出的相關結論，可提供給奢華服務業相關業者作為經營參考之依據。

Abstract
Luxury products can be touched and felt the substantial benefits and high added value of the products. However, in the luxury service industry, do consumers also feel the substantial benefits and high added value contained in it? This study focuses on luxury restaurants, investigate the effects of food quality and servicescape on consumers' perceived functional benefits, experience benefits, symbolic benefits, and perceived value and satisfaction. Total 525 valid questionnaires were collected online survey.
This study used the Structural Equation Model（SEM）as the analysis method. Confirmatory factor analysis（CFA）and Structural Equation Model（SEM）to examine food quality and servicescape the relationship between the perceived consumer interests. The results showed that the food quality, servicescape, functionalism, symbolic, perceived value and satisfaction of luxury service had a positive relationship, but the food quality did not have a significant impact on symbolic. Only the servicescape and perceived value had a positive effect on the experience benefit, while the food quality and satisfaction did no effect it.The conclusions of this study will be helpful to the development of luxury service industry.

論文審定書 i
中文摘要 ii
英文摘要 iii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 4
第四節 研究問題 5
第二章 文獻回顧 6
第一節 奢華 6
一、奢華的定義 6
二、奢華的階層 7
三、奢華的價值感知 9
第二節 奢華服務業 12
一、服務業的定義 12
二、奢華餐廳 14
第三節 知覺利益 16
第四節 知覺價值 18
第五節 滿意度 20
第三章 研究架構與假說推論 22
第一節 研究架構 22
第二節 假說推論 23
一、餐點品質與消費者感知利益的關係 23
二、服務場域與消費者感知利益的關係 25
三、消費者感知利益與知覺價值及滿意度的關係 26
四、 消費者知覺價值與滿意度的關係 29
第三節 問卷設計 31
一、餐點品質 32
二、服務場域 33
三、消費者感知利益 34
四、知覺價值 35
五、滿意度 36
六、人口統計變項 37
第四節 資料分析方法 38
一、敘述性統計分析 38
二、驗證性因素分析 38
三、信度分析 38
四、效度分析 39
第四章 研究結果 40
第一節 敘述性統計分析 40
一、樣本資料蒐集與分析 40
二、人口統計變項 40
第二節 驗證性因素分析 44
一、測量模型 44
二、收斂效度 45
三、區別效度 47
四、模型配適度 47
第三節 假說驗證 48
一、餐點品質與消費者感知利益的關係 48
二、服務場域與消費者感知利益的關係 48
三、消費者感知利益與知覺價值及滿意度的關係 48
四、消費者知覺價值與滿意度的關係 51
第五章 結論 55
第一節 研究結論 55
第二節 學術貢獻 57
第三節 管理實務意涵 58
第四節 研究限制 59
第五節 後續研究建議 60
參考文獻 61
附錄 69

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