小吃經營者專業能力之研究

地方小吃在觀光餐飲的相關活動中一向為重要角色，且是國人創業的主要選擇行業之一，但「創業容易、維持難」，要在競爭激烈的環境中持續經營、生存，經營者除擁有資金、設備外，更重要的是專業能力的軟性素養。因此，本研究主要在探討小吃經營者重視或需求之專業能力，以供業者自我評估與學習成長規劃的參考。本研究採用文獻探討、半開放訪談法、問卷調查法，以台中小吃經營者為研究對象，於民國98年3月至98年9月針對4家小吃業者進行訪談。根據文獻探討及訪談結果編製「小吃經營者專業能力問卷」，於99年2月至99年3月進行預試，預試資料以項目分析t檢定、相關與信度分析後，刪除無鑑別度的題目，修改成正式問卷，於99年3月至4月間進行問卷調查。以便利取樣法，親自面訪調查方式，共發出470份問卷，回收379份，有效問卷300份，有效樣本率64％，並以t檢定、因素分析、單因子變異數分析驗證研究假設。本研究獲得主要發現如下：小吃經營者專業能力分為專業知識、專業技術、專業才能(心智能力)、專業態度及態機等四大類，共分為十三項構面，51項經營專業能力。其中小吃經營者最重視「食物採購與烹調及包裝安全」的知識，「食物烹調處理與服務及結帳」的技能，「了解顧客需求與分析優劣勢」的能力，以及最重視「職業道德與關懷社會」的態度。另外，也得知小吃經營者對專業能力的重視度會因年齡、學歷、有無開店經驗、有無餐飲相關工作經驗的不同而有顯著差異，但不會因性別、經營年資的不同而有差異。年齡在40歲以下的經營者比50歲以上的經營者重視「經營動機與研發學習成長的態度」能力。大專學歷的經營者在「市場開發與營運規劃的知識」、「成本與物料控管的知識」、「展店與品牌營運及環境適應的能力」、「經營動機與研發學習成長的態度」、「職業道德與關懷社會的精神」重視度均較高。曾有開店經驗的經營者，在經營能力構面中較重視「食物烹調處理與服務及結帳的技能」、「展店與品牌營運及環境適應的能力」、「經營動機與研發學習成長的態度」。而經營者開店前曾經在餐飲店或小吃店工作過，會較重視「市場開發與營運規劃的知識」、「產品開發促銷與設備操作維修技能」、「獨家秘方傳承與製作的技能」、「展店與品牌營運及環境適應的能力」、「經營動機與研發學習成長的態度」。不同類別的小吃經營者對知識、技能、才能、態度的重視度並無顯著差異。根據研究結果，本研究對小吃業者及餐飲教育提出實務上建議，並對後續研究提出建言。

關鍵字

小吃店、地方小吃、專業能力、經營者

並列摘要

The local food has played an important role in tourism, and it was the most possible to have a local food store to start an enterprise in Taiwan. However, it was not easy to maintain sustainable success of their business in such a competitive environment. It was indispensable for the owners to have capitals, facilities, and especially should possess enough professional competencies called as soft power. Therefore, the purpose of this research was to explore the professional competencies required by the local food entrepreneurs. The results of this search were expected could be used as the guideline for local food entrepreneurs fulfill themselves. The research was conducted by literature review, indepth interviews and questionnaire survey, aiming at the local food entrepreneurs. Four local food entrepreneurs were interviewed on March to September in 2009. Based on the interviews and literature review, the researcher compiled the questionnaire and conducted pilot test to confirm the validity of the questionnaire during February to March in 2010. Convenience sampling method was used to collect data from March to April in 2010. 470 subjects were interviewed with questionnaire, and got 300 effective questionnaires in return. The effective returned rate was 64%. This study used t-test, EFA, and ANOVA statistics to examine the hypothesis. The main results showed that the professional competencies needed by local food entrepreneurs could be divided into four categories that were composed of 13 dimensions with 51 items competencies, including professional knowledge, skills, conceptual abilities, attitude and motivations. The local food entrepreneurs highly emphasized on the knowledge of food purchasing, cooking and safe packaging, the skills for culinary, services and bill computing, the ability to understand the customers’ demands and the owners themselves strength and weakness, as well as the work ethics and the corporation social responsibilities. Besides, this study found that the importance of the professional competencies weighted by local food entrepreneurs varied with the owner’s age, educational degree and the hands-on experiences, but their gender and working years in this industry won’t affect their demand for professional competencies. The owners’ age under 40 more emphasized the motivation of career development and the attitude toward self development than the owners’ age over 50 did. The owners with bachelor degree mainly focus on the knowledge of marketing and operation management, cost and materials management, the ability to manage their own brands and adapt to the environment, the motivation of career development and the attitude toward self development, the work ethics and corporation social responsibilities. Similar to the previous ones, the owners with experiences of having their own shops emphasized on the skills for culinary, services and bill computing, the ability to manage their own brands and adapt to the environment, the motivation of career development and the attitude toward self development. However, the owners who have worked in other local food shops or restaurants focus much more on the knowledge of marketing and operation management, the skills of products development and promotion and the facilities maintenance, the ability to pass on their own special recipe and producing procedure, the ability to manage their own brands and adapt to the environment, and the motivation of career development and the attitude toward self development. The local food entrepreneurs who operated different kinds of local food showed no significant difference in their needs toward the knowledge, skills, conceptual abilities and attitudes. According the results, the researcher made some suggestions for the operations, food and beverage education, and further studies.