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纵观以往关于老字号餐厅的研究，绝大多数针对其品牌培育、创新经营、体
验营销等方面，提出了具有理论意义的指导建议。也有一些学者将目光转向线索
利用理论，并进行了一些相关研究。线索利用理论经常用于研究消费者行为，消
费者通过获取的线索信息，对某品牌或产品等形成全方位的认知，进而形成不同
程度上的消费心理变化。但很少有学者将线索利用理论运用到老字号餐厅真实性
感知中，大部分学者集中于对老字号品牌真实性的理论和实践意义研究，忽视了
对老字号品牌进行细分归类，鲜有学者从消费者体验角度出发，着重研究老字号
餐饮这一重要类别的感知真实性线索构成
本文根据大众点评网上消费者对老字号餐厅的评价信息，结合感知真实性理
论和线索理论，运用扎根理论研究方法对老字号餐厅感知真实性线索的类型、特
征进行归纳总结，进而得出老字号餐厅感知真实性线索间的作用机制。借助 ROST
CM 软件对消费者网络评论进行内容挖掘分析，提取高频特征词并进行语义网络
和社会网络的构建，进一步验证老字号餐厅感知真实性的线索类型及其作用机
制。研究发现：（1）老字号餐厅感知真实性线索包括知觉体验、价值感知、文
化记忆以及怀旧情感等线索，构成了 4 个主范畴；（2）进一步挖掘主范畴间的
关系结构，构建得出老字号餐厅感知真实性线索的作用模型。最后，本研究提出
未来展望，以期为老字号餐厅感知真实性评价体系的建立和营销策略的制定奠定
理论基础
本文的创新点在于将感知真实性理论和线索利用理论相结合，运用扎根理论
研究方法及ROST软件将大量的评价文本进行高度的分类、整合、提炼，进而抽
离出反映老字号餐厅消费者感知真实性的具体线索类型和特征，并根据其相互间
的关系，构建出老字号感知真实性的模型结构。从理论意义角度，包括王新新在
内的大部分学者聚焦于中华老字号的真实性内涵，通过实证研究，分析老字号品
牌真实性对消费者购买意愿等消费行为的影响，鲜有学者探究老字号品牌的主要
构成部分——老字号餐厅品牌的感知真实性。本文目的在于从消费者对真实性的
感知出发，对老字号餐厅品牌感知真实性的构成进行检验和归纳，进而提出老字
号餐厅感知真实性的结构模型，填补已有研究的空缺。从实践意义角度，研究探II
究出的老字号餐厅感知真实性线索的具体类别和作用机制，为老字号餐厅的管理
提供了一定的指导意见。在老字号餐厅发展中保持其“原汁原味”尤为重要，针
对消费者感知真实性的类型特点，具体地设计营销活动，从而更好的提高消费者
的购买意愿
关键词：老字号餐厅，感知真实性，线索类型，网络评论III
ABSTRACT
The time-honored brand restaurants have a long history and its reputation is
better known. The traditional craftsmanship and unique cultural heritage are taking an
important content of the Chinese nation tradition culture, and also having valuable
intangible assets. Then, under the influence of the contemporary market economy,
many time-honored brand restaurants’ situation is not optimistic, and difficult to
compete with modern restaurant management mode, thus become a stumbling block
on the road of development and prosperity of its. Therefore, how time-honored brand
restaurant solve its problems during developings and provide valuable suggestions for
its future development is extremely important.
Throughout the past research on time-honored brand restaurant, the vast majority
of its brand cultivation, innovation management, experience marketing, etc., puts
forward the theoretical significance of guidance advice. There are also some scholars
turned to use theory clues, and made some related research. Clues to use theory are
often used to study consumer behavior, consumer through the clues of information, of
a brand or product and so on omni-directional cognition and change of the
consumption psychology and different extent. But few scholars use the clues theory
applied to the time-honored brand restaurant authenticity perception. Most of scholars
focus one the theoretical and practical significance on the reality of time-honored
brand restaurant but neglected to specify the time-honored brand. And also the
perspective of consumers and the concrete analysis of consumers&39; perceptions of
authenticity of time-honored brand restaurant clues.
According to the customers’ online reviews of time-honored brand restaurants
gathered from Public Reviews Web site in China, and based on the Authenticity
Perception Theory and Cues Theory, this empirical study explores the types,
characteristics and mechanism of perceived brand authenticity clues of the
time-honored brand restaurants. To verify it, the study analyses the data of online
public reviews and builds the semantic network and social network by mining
high-frequency words of time-honored brand restaurants with ROST CM software.
The Research releases that: perceived brand authenticity clues of the time-honored
brand restaurants consist of 4 key categories: perceptual experience clues, value
perception clues, culture memory and nostalgia emotion clues. It further explores into
structural relationship between the main categories of time-honored brand restaurants
and its mechanism. Theurpose of the study is to provide some theoretical basis forIV
building a complete evaluation model and marketing strategies of Chinese
time-honored brand restaurants.
Innovation point of this article is combining authenticity perception theory and
clues to use theory, using the grounded theory research methods and ROST software
making a lot of evaluation of the classification of text. This paper is cocluding the
specific clues to the type and characteristics of the time-honored brand restaurant
consumers perceive the authenticity and according to the relationship between each
other, build up old authenticity perception model structure. From the point of view of
practical significance, including Wang Xinxin, most scholars proposed the
authenticity of the connotation, through empirical research, analysis of time-honored
brand authenticity on consumer purchase intention such as consumer behavior, few
scholars probe into the main part of time-honored brand restaurant perception of
authenticity. The results of the article are exploring the time-honored brand restaurant
authenticity perception clues of specific category and mechanism of action, and
providing some guidance to the time-honored brand restaurant management. During
the development of time-honored brand restaurant, to maintain its original is
especially important, according to the characteristics of consumers perceive the
authenticity of the type specifically, designed marketing activities is better to improve
consumer purchase intention.
KEY WORDS：Time-honored brand restaurants, Perceived brand authenticity,
Types of cue, Online reviewV
目 录
第 1 章 前言 ....1
1.1 问题提出 ......... 1
1.2 研究目的和意义 .. 2
1.2.1 研究目的........ 2
1.2.2 研究意义........ 3
1.3 研究思路 ......... 4
1.4 研究分析方法 4
1.5 论文结构 ......... 5
1.6 文章创新性..... 7
第 2 章 文献综述 8
2.1 中国老字号..... 8
2.2 餐饮业老字号 9
2.3 真实性 ........... 11
2.4 感知品牌真实性 ......
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