This research, based on the Theory of Planned Behavior (TPB),was to study the factors of customers’ bevavioral intention toward Taichung Vegetable Restaurant. In addition, perceived value was as a Mediator. Systematic sampling was applied to the cosumers in Taichung Vegetable Restaurant. It aimed to find out the influences of personal basic data, customers’ attitude, subjective norm, perceived behavorial control, behavioral intention and perceived value. 331 questionnaires were sent to the customers in Taichung Vegetable Restaurant. A total of 300 valid questionnaires were received, yielding a 90.63% effective rate.
This studies were used in Descriptive Satistics, Analysis of Correlation, reliability analysis, and regression analysis ,etc. The conclusions were as follows:
(1) The Theory of Planned Behavior (TPB) can explain and expect the customers’ bevavioral intention toward Vegetable Restaurants.
(2) The customers’ perceived value of Vegetable Restaurants have significant positive influence on the behavioral intention.
(3) The customers’ perceived value of Vegetable Restaurants have partial mediating effect between attitude and behavioral intention.
I expect that the study not only can offer Vegetable Restaurant Industries reference and important way of management, but also conform to the people demands on vegetable consumption. Finally, everyone can truly have the healty and energetic choice.