消費者對台南美食之產品意象、購買動機及滿意度之研究

台南為台灣開台聖地，除擁有古蹟建築外，更有聞名全台的小吃。2009年美國華爾街日報更推崇台南市為「名副其實的食品博物館（veritable food museum）」（Krich，2009）。在2015年台南美食登上了國際媒體《CNN》的報導，使台南的在地美食一舉躍上國際。臺南被國際媒體評為文化美食之都。台南著名的美食不勝枚舉，有近三百多年的飲食文化，不論是來自漢人移民所帶來的小吃或異文化統治傳入的異國料理，成了飲食文化的大熔爐。於日治時代台南大量產糖，糖也成為重要的調味料，逐漸演變出多元化、具有在地特色的小吃，本研究以較著名且臺南市政府觀光旅遊局推薦的台南美食，如：台南度小月擔仔麵、牛肉湯、周氏蝦捲、鱔魚意麵、棺材板、碗粿、虱目魚粥、阿堂鹹粥、邱家小卷米粉、矮仔成蝦仁飯、鼎富發豬油拌飯、阿明豬心冬粉等等作為討論對象。以「消費者對台南美食產品意象、購買動機及滿意度之研究」為研究主題，旨在透過量化研究，獲得關於旅客對於台南美食所延伸的研究議題，本研究歸納出研究目的如下：一、分析不同消費者的人口統計變數在台南美食的產品意象、購買動機及滿意度之行為差異；二、探討旅客對其台南美食之產品意象對購買動機之影響；三、了解消費者對其台南美食之產品意象及購買動機對滿意度之影響。本研究透過相關研究設計並藉由量化研究方法，採網路隨機發放便利抽樣方式進行問卷發放，以曾吃過台南美食之消費者為受測對象，並透過信度及效度分析、敘述性統計分析、差異分析及迴歸分析，了解消費者對台南美食之產品意象、購買動機及消費者滿意度構面之相互影響的關係。研究發現不同人口統計變數消費者對台南美食之產品意象、動機及滿意度均存在顯著性差異。消費者對台南美食之產品意象與購買動機存在顯著影響；消費者對台南美食之產品意象與滿意度存在顯著影響；消費者對台南美食之購買動機與消費者滿意度存在顯著影響；本研究共發放387份問卷，其中有效問卷共得380份，有效問卷回收率98％。其中顯示旅客在產品、品質安全、賣相、吸引力各方面皆感到滿意，另外購買動機會因美食業者投保相關責任險、餐廳裝潢和外觀是產生正向吸引力。建議台南美食經營業者應多注重食品的衛生，保障消費者的食品安全，如此一來便能打破對於傳統美食的刻板印象，可正向影響觀光客的購買動機，才能提升消費者的滿意度，進而正向影響消費者的滿意度。而在防疫期間，建議傳統美食經營者可與外送平台合作，進而提升消費者的消費意願。同時建議消費者事先了解此店家的規定，才能夠避免到了目的地卻因店家有限制規範而向隅。

關鍵字

台南美食、產品意象、購買動機、消費者滿意度

並列摘要

Tainan is an important historical city of Taiwan. In addition to its historic sites, it is also famous for its delicacies throughout Taiwan. In 2009, the Wall Street Journal from the United States praised Tainan as a "veritable food museum" (Krich, 2009). In 2015, Tainan cuisine was reported by the international media "CNN", making Tainan's local cuisine to become world famous. Tainan has been rated as the Cultural and Gastronomic Capital by international media. There are nearly 300 years of food culture. Whether it is snacks brought by Han immigrants or exotic dishes introduced by the methods of different cultures, it has become a melting pot of food culture. During the Japanese occupation era, Tainan produced a large amount of sugar, and sugar became an important seasoning, and gradually evolved into a variety of snacks with local characteristics. This research focuses on the famous Tainan delicacies recommended by the Tourism Bureau of Tainan City Government, such as: Tainan Duxiaoyue Danzi Noodles, Beef Soup, Deep-fried Shrimp Roll, Eel Fried-noodles, Coffin Plate (kind of sandwich), Bowl of Kueh (kind of rice cake), Milkfish Porridge, Salted Porridge, Rice Noodles with Neritic Squid Soup, Shrimp Rice, Lard Bibimbap, Pork Heart Noodles, etc. are the objects of discussion. Therefore, the theme of this research is "Research on Consumers' Image, Purchase Motivation and Satisfaction of Tainan Delicacies", aiming to adopt the quantitative approach to obtain the research topics extended of Tainan Delicacies' consumers. The purpose of this research is summarized as follows: 1. To analyze the behavioral differences in Tainan Delicacies' product image, purchase motivation and satisfaction of different consumers’ demographic variables. 2. To explore the influence of consumers’ product image of Tainan delicacies on their purchasing motivation. 3. To understand the influence of consumers' product image of Tainan delicacies and purchase motivation on their satisfaction. This research took relevant research design and quantitative research methods to distribute questionnaires by convenience sampling and the consumers who have eaten Tainan delicacies were selected as the subjects. Furthermore, the reliability and validity analysis and descriptive statistical analysis were carried out, and through the difference analysis and regression analysis to understand the relationship among consumers' product image, purchase motivation and consumer satisfaction such dimensions of Tainan delicacies. The study found that consumers with different demographic variables had significant differences in product image, motivation and satisfaction of Tainan delicacies. And consumers' product image of Tainan delicacies has a significant impact on the purchase motivation; furthermore, consumers' product image of Tainan delicacies has a significant impact on the purchase satisfaction; and consumers' purchase motivation of Tainan delicacies have a significant impact on the purchase satisfaction. This research has a total of 387 questionnaires were distributed, of which 380 were valid questionnaires, and the recovery rate of valid questionnaires was 98%. It shows that consumers are satisfied with the products, quality and safety, appearance and attractiveness of Tainan delicacies. In addition, the purchase motivation will be positively attractive because the restaurant owners take out relevant liability insurance, restaurant decoration and appearance. From the result, it is suggested that restaurant operators in Tainan should pay more attention to the hygiene of food and ensure the food safety for consumers. In this way, the stereotype of traditional food can be broken, which can positively affect the purchasing motivation of customers and improve the satisfaction of consumers and this will positively affect on consumer satisfaction as well. During the epidemic prevention period, it is suggested that traditional food restaurants can cooperate with delivery platforms to increase consumers' willingness to purchase. At the same time, it is recommended that consumers should understand the reservation or other consuming regulations of the restaurants in advance, so as to avoid being disappointed at the restaurants due to the restrictions and regulations of the restaurants.