消費者各種感知在美食決策中的作用

Consumers' Perception and Decision Making toward Delicacies

王瑞

《工程與科技教育學術研討會論文集》 第五屆 (2016/05) Pp. 223-231

https://doi.org/10.6571/CETE.2016.05.17

摘要

體驗行銷對消費者產生之正面影響受到各產業之重視與肯定，運用商品特性刺激感官以吸引消費者注意、認同與購買，正是體驗行銷強調的關鍵作用。此概念適用各種不同產業，餐飲美食自在其中；且諸多研究顯示觀光客受到美食料理的吸引而定期蒞訪，顯示透過感官知覺（即感知）到美食並對美食做出決策，是消費者進行美食決策的關鍵。惟消費者受到眼、鼻、舌、心不同感官刺激後，其產生之視覺、嗅覺、味覺與心理感知，在美食選擇決策過程扮演之作用與相互影響情形，卻少有研究述及；因此，了解並掌握色、香、味、意、形、養之各種感受，如何影響消費者對美食選擇決策之過程，確有其重要性與迫切性。本研究透過決策實驗室分析法（Decision Making Trial and Evaluation Laboratory），以立意取樣（PurposiveSampling）方式邀請消費者參與問卷調查；其間共計獲得38 份有效問卷，並利用EXCEL 2013做為資料分析工具，探究不同之感官刺激彼此之作用情形與對消費者美食決策之影響程度。本研究結果在學術貢獻上可驗證美食呈現過程之重點要項內涵，並了解不同之感官刺激彼此間之作用情形；作為業界經營實務與管理參考。

關鍵字

感知 ； 美食決策 ； 決策實驗室分析法

並列摘要

How the experiential marketing to the customers’ positive effects is valued and confirmed by various kinds of industries. By using the product property to stimulate sensory stimuli to attract consumers' attention, recognition and purchase is the key role of what experiential marketing emphasizes. This concept applies to a variety of different industries, including food & beverage of course, and many studies have shown that tourists are attracted by the gourmet cuisine to pay a visit regularly. However, few studies address how the customer perceptions play the role for decision-making of cuisine after a variety of stimulations. Therefore, it is very important and desperate to know, how the customers’ perception of color, smell, taste, meaning, & form plays the role to affect the decision-making of cuisine. This research was made through Multi-Theme Decision Making Trial and Evaluation Laboratory to invite consumers to participate in surveys by Purposive Sampling. There are 38 valid questionnaires in total acquired during that period and by using Excel 2013 as the data analyzed tool. It explores how the different sensory stimuli acts from each other and the level of impact on consumers’ cuisine decisions. The result for this research is to verify the key elements and content of cuisine presentation, from the academic contribution viewpoint, and to understand how the different sensory stimuli act as the reference for business practices and management of this field.

並列關鍵字

Perception ； Cuisine decisions ； Decision making trial ； Evaluation laboratory