臺灣糕餅圖騰文化意涵探究暨認知分析之研究

本研究針對臺灣糕餅圖騰進行認識度評估，透過焦點團體自歲時年節場合挑選13個圖騰及自生命禮俗場合挑選12個圖騰列為樣本。以偶遇抽樣挑選129位消費者接受調查，據以建立圖騰混淆矩陣。研究發現包含「歲10七夕人型62%」（□）與「歲1銀錠41%」（□）未達ISO標準。透過變異數分析得知「歲5元寶（□）」與「生4喜鵲」（□）與前述兩個圖騰同為辨識度最差圖騰。造成辨識率低之主要原因：一、造型雷同，意義不同；二、文化意涵及應用場合混淆；三、未以時代性為考量。建議辨識率低或易混淆之糕餅圖騰重新設計，讓認識度提升，以傳承糕餅圖騰文化。

關鍵字

糕餅圖騰；圖騰文化；圖像認知；混淆矩陣；變異數分析

並列摘要

The study aims to assess recognition of Taiwan pastry Totems, via focus group that in Chinese traditional festivals occasions with regard to 13 totems and 12 totems which in the Life cycle rituals' occasions as samples. This study adopts accidental sampling to pick 129 consumers for the survey and construct the confusion matrix of the pastry Totem pattern. Results show that ＂Fest. 10 Tanabata Figure 62% (□)＂ and ＂Fest. 1 Silver ingot 41% (□)＂ this two doesn't reach the standard of ISO. Furthermore, this study adopts Analysis of Variance to show ＂Fest. 5 gold ingot (□)＂ and ＂Cus. 4 Pica pica (□)＂ are the most hard-to-discriminate as the two of above-mentioned. What cause of consequence has 3 main elements below: 1. Shapes are similar but the meanings are different. 2. The meanings inside can be mix up with wrong applied occasions. 3. Doesn't concern about times. There is some suggestions can fix that: Redesign the totems which easy to jumble or recognition rate lower ones, elevating the recognition of totems to pass down the culture of Taiwan pastry Totems..