The Impact Of Restaurant Brand Image On Customers’ Purchasing Behavior

As a world-renowned food index magazine "Michelin-guide",the "Michelin star restaurant" brand it created has the effectiveness to make restaurant instant famous or aborted for a moment.Star Michelin restaurant has great brand effectiveness.For a restaurant,the advance and retreat in the star level restaurant list is equivalent to 25 percent of profit and loss of turnover.Contrasted with the status of China’s catering industry,despite the restaurant stands in great numbers,most of them are"blurred”.The dilemma of lacking high quality restaurant not only makes consumers cannot choose but also make it difficult for Chinese restaurant to go to the world.How to establish the unique brand image,achieve the continue appreciation of boutique restaurant and gradually lead the topic theme of catering communication studies is the main aim of the study.Based on the brand image,perceived value,brand attitude and consumer behavior,this paper establishes the model framework.The questionnaire is made through scale according to the document research to collect the opinions of consumers by the dual-channel of on-line and offline.Finally,the data is analyzed by the SPSS and AMOS software.Study of mechanism of action between the brand image of Michelin star level restaurant and propagation behavior of consumers and the intermediary agent of brand attitude fill up the gaps in domestic theoretical research.In the actual questionnaire survey,there is 400 questionnaires in total of which recovered 335 pieces with 308 valid questionnaires.The effective rate is 83.3%.In the analysis of collected data,the reliability validity and the factor analysis method is combined to use.It is tested by the structural equation model for the final verification of hypothesis.The study shows that besides the positive effect of productions and consumers image,the brand attitude is also effected by the a range of value factors which includes function,emotions and society.Besides positively effected by the emotions and social values,the consumer behavior is also effected by the consumer image and brand attitude.The brand attitude is the most important among the positive impact factors mentioned above.It plays the role of intermediary agent and bridge.Based on the above researches,this paper puts forwards suggestion for the improvement of restaurant brand image which has a certain guiding effect on creatingrestaurant with high quality brand at home.