近年來，由於家庭型態及結構上的轉變，龐大外食人口造就餐飲業的蓬勃發展。餐飲業者為搶食龐大商機，漸漸採取多品牌經營模式以取得市場競爭優勢。但市場競爭激烈，對品牌組合的經營形態帶來挑戰。餐廳業者若能瞭解影響顧客行為的諸多重要因素，則可協助其擬定有效的行銷策略，進而驅使顧客提高購買率及交叉購買。本文主要目的在探討知覺價值、體驗行銷、品牌認同、品牌權益、品牌關係與顧客行為間之關係。其中，以王品集團餐廳的顧客為研究對象，共發放310份問卷，取得304份有效問卷。研究結果顯示，知覺價值、體驗行銷對品牌認同有正向之影響，品牌認同會正向影響品牌權益、品牌關係，品牌權益、品牌關係會正向影響顧客行為。 Recently, due to the change of family structure, huge out-eaters bring about the vigorous development of food and beverage industry. In order to seize the huge business opportunity, main players gradually adopt multibrand strategy to dominate the market. However, the brand portfolio is challenged from the high competition. If the restaurant can find out the important factors which influence customer behaviors, they will be able to make effective marketing strategies to drive customers to increase the purchase frequency and crossing buying.The purpose of this thesis is to study how the perceived value, experiential marketing, brand identity, brand equity, brand relationship impacts customer behavior. As such, the customers of Wowprime were taken to be the object of this thesis. There were 304 valid questionnaires from a total of 310 questionnaires collected. Research results indicate that perceived value and experiential marketing have positive effects on brand identity. Brand identity has positive effects on brand equity and brand relationship. Meanwhile, brand equity and brand relationship have positive effects on customer behavior .
