摘要：Restaurant atmosphere can produce hedonic and practical shopping value and induce consumption loyalty. The aim of this study is to construct a consumer behavior model regarding the restaurant atmosphere, experiential value, restaurant image, and consumption loyalty by using a Sport-themed Restaurant. Regarding the materials and methods, the sample frame is a Sport-themed Restaurant in kaohsiung, Taiwan. Data were from employee convenience sampling with personal interview to collect data. The research targets obtain around 400 useful questionnaires. Regression analysis is to be used to test hypothesis. The results show that (1) Sport-themed restaurant atmosphere positively impacts experiential value, (2) experiential value positively impacts restaurant image, (3) restaurant image positively impacts consumption loyalty, and (4) restaurant atmosphere positively impacts consumption loyalty. The conclusion of this study includes that hypotheses 1, 2 and 3 are supported and this study also makes suggestion for the practitioners to plan and manage Sport-themed Restaurant in Taiwan.
