本研究探討影響消費者持續消費景觀人文餐廳的決定性因素，以一間BOT庭園餐廳為例，其將台灣文學家-楊逵先生的文學作品精神納於設計理念並且結合社區人文及物產，不論是運用於菜色或是建築造景之中。消費者對於餐廳結合的人文了解、背景及風土、物產概念所產生的休閒與文化附加價值，使得飲食是人類文明的一部份，將這樣的概念 ( conceptual )規劃落實在營運 ( operation )的實例中，是本研究之目的與價值所在。本研究所選定的主題為BOT案的景觀人文餐廳，其景觀設計亦敦聘有中文文學背景的造景設計人員，將台灣文學前輩楊逵先生的理想與中晚期生活概念植入硬體環境中，因此，本研究的決定性因素探討會將硬體環境與人文、服務視為一面，再輔以顧客關係面向及一般的人口統計變數，尋找出影響其再次消費的決定性因素。
本研究中以曾在此BOT景觀人文餐廳用餐經驗的消費者為研究對象，透過問卷發放與收集資料後，總發放問卷有效回收數量為254分，再運用統計軟體(LPM-線性機率模型、E-view)分析結果並結合與文史工作者以及有經營相關文化商品或創意的店家的訪談結果合併探討之。
本研究之研究目的如下:
1. 探討消費者對於此類型餐廳在景觀附加價值(環境)是否影響顧客持續消費意願。
2. 探討消費者對於此類型餐廳的區域文化附加(社會性)價值對其再消費之影響。
3. 探討消費者對於此類型餐廳交通便利(地點距離)因素對其再度消費意願之影響。
4. 探討不同族群 (年齡、婚姻狀況、月收入、居住地) 對於持續消費此類型餐廳的影響。

SUMMARY
This study is to examine consumer return-purchasing behavior in a restaurant with the work of a Taiwanese writer, Mr. Yang, integrated into the environment design and cuisine, and whether consumer behavior would be affected by certain factors that are directed from cultural aspects. This type of approach is originally derived from the idea of the rooted belief that “dining habits” are basically part of our culture. The operation of the restaurant is based upon this conceptual framework, providing an exquisite dining environment plus a culture-added value while customers enjoy their food. In order to create this literary atmosphere and express Mr. Yang’s living concepts and philosophy, a designer with a background in Chinese literature was hired to design the garden. In addition, the restaurant’s “B.O.T.” cooperative feature (value co-creation) makes this study further unique.
The following discussions will be focused on the key factors which affect return-purchsing behavior, therefore, customer satisfaction (quality, environment, and service), customer relationship (overall representative), demographic factors (such as age, marital status, income, and residency) will all be taken into account. After using questionnaires to gather information from customers who had dining experiences at this restaurant, statistic software (LPM-Linear Probability Model、E-view) was applied to analyze the collected data in combination of the interview results from cultural workers and cultural-innovation shop owners to probe the following possibilities:
1. to examine whether consumers’ repeat-purchasing behavior will be affected by a well-designed garden view (environmental factor).
2. to examine whether consumers' repeat-purchasing behavior will be affected by cultural-added value (service and social insight).
3. to examine whether consumers' repeat-purchasing behavior will be affected by the inconvenience of the location and transportation.
4. to examine whether consumers' repeat-purchasing behavior will be affected by demographic factors.
Keywords: restaurant,literature，cultural-event marketing ，value-added, customer satisfaction, customer relationship, consumer behavior.

INTRODUCTION
In order to provide appropriate service for consumers, this study aims to discover the key factors affecting consumers' decision-making processes on returning to restaurants with value-added theme design.
The research model is based on the theory of consumer behavior on decision making. The application of LPM (Linear Probability Model), E-view and SPSS were adopted to analyze whether consumers' re-purchasing behavior will be led by satisfaction, relationship based on past consumption experience or demographic variables, with a set of 254 collected data samples.
The following results are positively significant to affect return-purchase decision making:
Food Quality, Distance and Transportation, Parking.
MATERIALS AND METHODS
The statistic result of this study is based on a set of 254 collected data samples using E-view, SPSS, LPM for analysis, providing statistic figures to describe the significance between factors and dependent variables for academic purposes. The questionnaire was issued and distributed from October 31st to November 12th, using convenient sampling methods.
Interview was taken with three cultural workers、two cultural-innovation shop owners.
RESULTS AND DISCUSSION
The following are the significant factors found through statistical analysis:
1. Both validity and reliability are significantly qualified.
2. The result shows that food quality has a significant positive effect on the return-consuming behavior.
3. The result shows location, distance and transportation have a significant positive effect on the return-consuming behavior.
4. The result shows sufficient parking area has a significant positive effect on the return-consuming behavior.
The above findings for points two, three and four are all within the satisfaction domain, and respectively fit in the theory of consumer behavior. Another finding is that this restaurant’s customer demographic result is very well-defined as Tainan citizens of middle-age or above with a monthly income minimum of NT$60,000.
However, the research results show insignificant relationship between customer relationship and repurchasing behavior. These unexpected findings can be explained by following reasons:
1. The imperfect design of the questionnaire,
2. The answerers are biased,
3. According “Job to be done” theory, some key factors only to be found by observation, which means the factors on this study may or may not be the true “job to be done” to customers in this case.
CONCLUSION
As the results, “quality”, “parking”, and “convenience” are the key factors that affect customers' return-consuming decision making. It is strongly recommended that restaurants pay attention to further improvement of quality and environmental facilities such as parking space, which also affect convenience. Moreover, taking a closer look at other factors such as “location”, location itself leads to different reasons which bring customers to the area, therefore, re-visiting the restaurant will be quite difficult for them if they are tourists. This can explain the finding result in the demographic domain (most live in Tainan City).
The further use of this result can be deepened and developed for the aging group market, as its majority customers are at the age of 50 or above.
These suggestive results can and should be treated as evidence only with comparison to further research in similar areas.

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