小吃店創業動機與關鍵成功因素之研究－以臺灣的越南小吃店為例

臺灣越來越多的越南小吃店老闆都是越南新娘，這是20年前越南至臺灣移民潮的一個典型例子。但正是這種趨勢，在許多方面產生了後續影響，最顯著的是越南美食在臺灣的發展。本次研究選取了臺灣13家越南小吃店，引用觀察法和深度訪談法進行研究。研究目的為有以下四點，首先，了解臺灣的越南小吃店創業動機，第二是分析個人背景在創業過程中的重要性，第三是總結了位於臺灣的越南小吃店常見的主要成功因素，最後，給目前正在經營或未來想創業的越南小吃店創業者一些方向與建議。研究對象的條件有下幾點老闆是越南人、店鋪已開3年以上、google（谷歌）評分4分以上且臺灣和越南消費者必須留言、店鋪地點集中在：臺北、臺中、高雄。研究結果顯示，除了經濟目標外，臺灣的越南小吃店創業為推廣越南菜（26.53%）和追求老闆的夢想做出了貢獻（24.49%）。同時，研究也證實，構成臺灣的越南小吃店成功因素，包括食物口味的獨特性、對經營的執著和堅持、服務顧客的誠意以及口味的和諧。

關鍵字

越南小吃店；創業動機；關鍵成功因素

並列摘要

The burgeoning growth of the Vietnamese fast food restaurant in Taiwan of which the owner is Vietnamese woman married to a native Taiwanese, is one of the best illustrations of the migration wave dating back to the early 2000s. This movement has resulted in various consequences, especially the flourishment of Vietnamese food in Taiwan. This study observes and conducts in-depth interviews with 13 Vietnamese fast food restaurant in Taiwan in order to: (1) understand their entrepreneurial motivations; (2) analyze the importance of personal background in the start-up process; (3) explore their key success factors; and (4) provide some guidance to entrepreneurs who are running or wish to open a restaurant in the future. Four criteria are used to select respondents: (1) the owner of the restaurant is Vietnamese; (2) the restaurant has been operated for at least 3 years; (3) the restaurant is rated at least 4 out of 5 stars on Google with comments coming from both Taiwanese and Vietnamese; (4) the restaurant is located in Taipei， Taichung and Kaohsiung. The results show that besides the economic motive, Vietnamese restaurateurs also want to promote the Vietnamese cuisine (26.53%) and to follow their dream of owning a restaurant (24.49%). It is also suggested that the success of Vietnamese restaurants stems from both business environment and internal factors. The former includes the similarities in the tastes of Vietnamese and Taiwanese and the openness in the Taiwanese culinary culture. The latter contains the distinctive flavor, the contentiousness, patience and sincerity in services, and the adaptation to the Taiwanese taste.