近年因外食比例增加，餐廳型態朝向多元及多量化，主打獨特性，滿足國內外消費者。透過外部及內部的影響力，改變台灣人習性。提升消費者概念創造美食與品牌的連結，探討米其林文化及餐廳評鑑制度。本研究以台中市米其林餐盤之餐廳作為研究對象，來探討品牌形象、知覺價值及再購意願之間的關係。問卷資料分析方法以描述性統計分析、信度分析、差異分析及迴歸分析，來鑑定各項變數與個人背景資料之間的關係。本研究以網路線上問卷方式來進行抽樣，以「LINE」、「Facebook」及「Instagram」對消費者進行問卷調查，問卷發放時間為110年6月28日至7月4日，共得523份有效樣本，以SPSS統計軟體來進行量化分析。研究結果顯示，「品牌形象」對「知覺價值」、「品牌形象」對「再購意願」及「知覺價值」對「再購意願」之間的關係，皆有直接正向顯著影響。 In recent years, due to the increase of proportion of eating out, restaurants have become more diverse, featuring in the uniqueness, to satisfy both domestic and foreign consumers. They have changed the habit of the Taiwanese through external and internal influences, and have enhanced consumers’ perception of cuisine-brand connection. This dissertation discusses the Michelin culture and the restaurant review system. Using Michelin Plate restaurants in Taichung City as research objects, this dissertation explores the relationship among brand image, perceived value and repurchase intentions. The research methods include survey analysis, reliability analysis, differential analysis and regression analysis, applied to evaluate the relation among various variables and personal data background. The sampling of this research was the method of online questionnaire, consumers had been surveyed through the questionnaires via the social media such as “Line”, “Facebook” and “Instagram”. There were 523 samples that collected during June 28th to July 4th, 2021 by sending questionnaires with the SPSS statistics which had been adopted as the quantified analysis. The result of research indicated that there are significant direct positive impact of the relationship of “brand image” to “perceived value”, “brand image” to “repurchase intention” as well as “perceived value” to “repurchase intention”.
