嚴重特殊傳染性肺炎（簡稱為新冠肺炎）在 2019 年底於中國湖北省武漢 市開始爆發。在 2020 年疫情快速持續蔓延⾄亞洲、歐洲、北美洲、⼤洋洲。許 多國家也紛紛出現確診病例。由於新冠肺炎的傳播速度⽐ SARS更快，感染⼈數 快速上升。隨著疫情升溫，為降低被感染的可能性，消費者的消費型態因疫情 ⽽改變，許多⼈擔⼼外⾷遭感染，在家開伙的⾏為增加，在餐廳消費的消費⼈ 數⾃然會減少。消費⼈數減少，造成餐飲業的營運⼤幅下滑，能看⾒疫情影響 的確對餐飲業帶來衝擊。餐飲業⾯臨疫情帶來的衝擊，必須打拼克服疫情衝擊。 餐飲業該如何做有效的因應措施成為本研究的重點。
本研究以餐廳消費者為研究對象，主要探討餐廳所實施之防疫措施、促 銷活動⽅案及知覺⾵險是否影響餐廳消費意願，並以相關分析及迴歸分析判斷 對消費意願的關連性。研究結果發現餐廳所實施之防疫措施及促銷活動⽅案與 餐廳消費意願有正向的顯著影響。根據近⼀步的分析，餐廳環境乾淨及價格折 扣的促銷⽅式對餐廳消費意願影響最⼤。在知覺⾵險構⾯，⾝體⾵險對消費意 願有正向的顯著影響，財務⾵險和⼼理⾵險均對消費意願沒有顯著影響。本研 究希望藉由新冠肺炎疫情對餐廳消費意願的研究，提供給餐廳業者有效的因應 措施、降低營業額的下降度。

Severe Special Infectious Pneumonia (COVID-19) erupted in Wuhan, the capital of China's Hubei province at the end of 2019. In 2020, the outbreak quickly spread to Asia, Europe, North America, and Oceania. Confirmed cases of COVID-19 in every country has increased gradually. Because the virus spreads faster than SARS, the number of infected people has increased dramatically. As pandemic continues to climb, in order to decrease the infection risk, consumers change their food habits. Many people are worried of getting COVID-19 infection by eating food from outside or eating at restaurants. People are cooking more during the coronavirus pandemic, the number of consumers who buy foods from outside will naturally decrease. The decrease in the number of consumers has caused a sharp decline in restaurant revenues. It can be seen that coronavirus outbreak has brought an impact on restaurant industry. Restaurant industries must work hard to minimize the revenue impact of the coronavirus. How the restaurant industries are responding to COVID-19 has become the focus of this research.
This study took restaurant consumers as the research object, mainly studied the impact of anti-epidemic measures implemented by restaurants, promotional methods and perceived risks, which affected consumers’ purchase intention in restaurant and used correlation analysis and regression analysis to determine their relevance to consumers’ purchase intention. The research results of the study found that the restaurant’s anti-epidemic measures and promotional methods have a positive and significant influence on consumers’ purchase intention. According to a further analysis, cleanliness in restaurant and discounted pricing as a promotional tool are the most influential factors. For perceived risks, physical risk has a positive impact on consumers’ purchase intention, financial risk and psychological risk have insignificant influence. This research aims to provide suggestion to restaurant industries, how to implement most effective anti-epidemic measures and choose suitable promotional tools in order to reduce the decline in restaurant revenues through the research of the impact of COVID-19 outbreak on consumers’ purchase intention in restaurant.

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