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研究生: 池玨
CHIH YU
論文名稱: 來台旅客食物恐新症對餐飲選擇意願、餐飲體驗評價與可回憶性之相關性研究─以餐飲熟悉度為干擾變項
A Study of the Relationships among Travelers’Food Neophobia, Food Choice, Dining Experience, and Memorability—The Role of Food Familiarity
指導教授: 劉元安
Liu, Yuan-An
學位類別: 碩士
Master
系所名稱: 人類發展與家庭學系
Department of Human Development and Family Studies
論文出版年: 2010
畢業學年度: 98
語文別: 中文
論文頁數: 170
中文關鍵詞: 食物恐新症餐飲熟悉度餐飲體驗評價可回憶性
英文關鍵詞: Food Neophobia, Food Familiarity, Dining Experience, Memorability
論文種類: 學術論文
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  • 本研究以國際來台旅客為對象,探討五個變項之間的關係:(1)來台旅客食物恐新症程度對餐飲選擇項目之嚐試意願的影響;(2)餐飲熟悉度會干擾來台旅客食物恐新症與旅遊時餐飲選擇意願的關係;(3)來台旅客旅遊時餐飲選擇意願對餐飲體驗評價的影響;(4)來台旅客旅遊時餐飲體驗評價對可回憶性之影響。本研究首先透過資料蒐集、訪談法、問卷調查法與專家效度獲取餐飲選擇項目,並發展成量化問卷。以便利抽樣與立意抽樣法在國際機場出境大廳向旅客發出260份問卷,有效回收率為98.8%,並以t-test、ANOVA、EFA及Regression Analysis進行分析。研究結果發現:
    一、 受訪者的食物恐新症會反向地顯著影響其對大部分餐飲項目的嚐試意願。
    二、 受訪者對清蒸魚、雞排、鹽酥雞與小籠湯包之熟悉度會干擾其食物恐新症與對這四項餐飲嚐試意願的關係。
    三、受訪者對點心類的餐飲嚐試意願越高者,越同意台灣餐飲具有「開心好吃」與「特殊性」的評價
    四、當來台旅客越同意台灣餐飲具有「開心好吃」與「特殊性」的評價時,旅遊後對於台灣餐飲的回憶也會越正向。

    The present study attempts to investigate the relationships among five variables, taking international travelers as participants. There are four hypotheses to be investigated. First, the level of the traveler’s food neophobia has a significant impact on his intention of choosing foods. Secondly, the traveler’s familiarity with food items has a significant moderating effect on the relationship between individual’s food neophobia and intention of choosing foods. Thirdly, the traveler’s intention of choosing foods has a significant impact on his dining experience. Last, the traveler’s dining experience has a significant impact on his memorability toward Taiwan.
    The study applies survey method and distributes 260 questionnaires to the international travelers who have almost finished the trip in Taiwan. The effective response rate is 98.8%. The major findings are, first, food neophobia has a significant and negative influence on respondent’s intention of food choice. Secondly, the individual’s food familiarity only moderates when respondents with high food neophobia choose four food items. When the respondent willingly try the foods of “dessert” category, he tends to perceives the dining experience in Taiwan as pleasant and delicious, and unique. The uniqueness and pleasant and delicious experiences significantly has a positive impact on the respondent’s memorability. More discussions and implications are provided in the conclusion.

    目 錄 第一章  緒論................... 1   第一節  研究背景與動機............... 1   第二節  研究問題............... 3   第三節  研究目的............... 7   第四節  研究流程............... 7 第二章  文獻回顧................. 9   第一節  食物恐新者症............... 9   第二節  餐飲選擇................ 15   第三節  餐飲消費體驗相關研究............. 18 第四節 可回憶性................ 26 第三章  研究設計................. 28   第一節  研究架構............... 28   第二節  研究變數之操作性定義............... 28   第三節  研究假設................. 30   第四節  餐飲選擇之題項發展............. 33   第五節  問卷設計................ 45 第六節 預試問項分析.............. 49 第七節 餐飲熟悉度之題項設計............ 51 第八節 餐飲體驗評價之專家效度............ 51   第九節  抽樣設計............... 52   第十節  資料分析................ 53 第四章  資料分析與討論................. 55   第一節  問卷回收狀況與樣本分析............... 55   第二節  食物恐新症之敘述性統計、信度分析與建構 效度................... 58   第三節  餐飲選擇意願與熟悉度之敘述性統計、信度 分析與因素分析................... 62   第四節  餐飲體驗評價之敘述性統計、信度分析及因 素分析...................... 68   第五節  可回憶性之敘述性統計、信度分析及因素分 析......................71 第六節 受訪者屬性對食物恐新症、餐飲選擇意願、 餐飲體驗評價與可回憶性之差異性分析... 72 第七節 相關分析.................. 81   第八節  受訪者食物恐新症程度對餐飲選擇意願之影 響..................... 83   第九節  餐飲選擇意願對餐飲體驗評價之影響..... 89 第十節 餐飲體驗評價對可回憶性之影響....... 97 第十一節 受訪者對餐飲熟悉度在食物恐新症與餐飲選 擇意願關係上之干擾效果.......... 99 第十二節 假設檢定................. 116 第五章  結論與建議................. 118   第一節  結論.................. 118   第二節  建議.................. 124   第三節  研究限制................. 130 參考文獻........................ 131 附錄A  受訪者之餐飲選擇項目調查問卷....... 143 附錄B  受訪者之餐飲選擇項目調查英文問卷....... 144 附錄C  導遊之餐飲選擇項目調查問卷....... 145 附錄D  預試中文問卷................... 147 附錄E  預試簡體版問卷................... 150 附錄F  預試日文問卷................... 153 附錄G  預試英文問卷................... 156 附錄H  正式中文問卷................... 159 附錄I  正式簡體問卷................... 162 附錄J  正式日文問卷................... 165 附錄K  正式英文問卷................... 168 表 次 表 2-1 餐飲消費體驗總整理............... 18 表 2-2 便利與卓越的餐飲體驗之比較................ 21 表 3-1 受訪者之基本資料................. 35 表 3-2 訪談資料分析結果............... 37 表 3-3 受訪者之餐飲選擇調查問卷統計結果........ 39 表 3-4 導遊之基本資料................. 41 表 3-5 導遊之餐飲選擇調查問卷統計結果........... 42 表 3-6 總和導遊與受訪者之餐飲選擇問卷統計結果...... 44 表 3-7 食物恐新之衡量題項................ 45 表 3-8 餐飲選擇之衡量題項................ 46 表 3-9 餐飲體驗評價之衡量題項................ 47 表 3-10 表 3-11 可回憶性之衡量題項................... 專家之基本資料.................... 47 52 表 3-12 題項修正整理表.................... 52 表 4-1 受訪者人口統計變數之分佈表.............. 55 表 4-2 受訪者旅遊屬性之分佈表................. 57 表 4-3 餐飲消費體驗題項之平均數分佈排序............ 58 表 4-4 彙整各地區人民之食物恐新症總分比較........... 60 表 4-5 餐飲消費體驗因素分析結果................. 61 表 4-6 收斂效度分析.................... 62 表 4-7 區別效度分析.................... 62 表 4-8 餐飲選擇意願題項之平均數分佈排名............ 63 表 4-9 餐飲選擇意願因素分析結果.................... 66 表 4-10 餐飲熟悉度之比例分佈.................... 67 表 4-11 餐飲體驗評價之平均數分佈排序............ 69 表 4-12 餐飲體驗評價之因素分析結果................... 70 表 4-13 可回憶性之平均數分佈排序.................... 71 表 4-14 受訪者屬性對食物恐新症程度之差異性分析表.... 73 表 4-15 食物恐新症對餐飲興趣程度與重要性之差異性分析.. 74 表 4-16 受訪者屬性對餐飲選擇意願之差異性分析表...... 76 表 4-17 受訪者屬性對餐飲體驗評價之差異性分析表...... 79 表 4-18 受訪者屬性對可回憶性之差異性分析表........ 80 表 4-19 相關分析表.................... 82 表 4-20 食物恐新症對餐飲選擇意願影響分析表........ 85 表 4-21 食物恐新症對異國料理之嚐試意願影響分析表.... 86 表 4-22 食物恐新症對豬雞肉類之嚐試意願影響分析表.... 87 表 4-23 食物恐新症對夜市小吃類之嚐試意願影響分析表... 87 表 4-24 食物恐新症對牛肉類之嚐試意願影響分析表...... 88 表 4-25 食物恐新症對點心類之嚐試意願影響分析表...... 88 表 4-26 餐飲選擇意願對餐飲體驗評價之影響分析表...... 91 表 4-27 五項餐飲選擇因素對餐飲體驗評價之影響分析表... 92 表 4-28 五項餐飲選擇因素對「開心好吃」評價之影響分析表. 93 表 4-29 五項餐飲選擇因素對「清潔新鮮」評價之影響分析表. 94 表 4-30 五項餐飲選擇因素對「健康超值」評價之影響分析表. 95 表 4-31 餐飲選擇意願對「特殊性」評價之影響分析表...... 96 表 4-32 餐飲體驗評價對可回憶性之影響分析表........ 98 表 4-33 受訪者對餐飲的熟悉度在模式中的干擾效果分析... 101 表 4-34 受訪者對異國料理熟悉度在模式中干擾效果分析... 103 表 4-35 受訪者對豬雞肉類熟悉度在模式中干擾效果分析... 105 表 4-36 受訪者對夜市小吃熟悉度在模式中干擾效果分析... 107 表 4-37 受訪者對牛肉類餐飲熟悉度在模式中干擾效果分析.. 109 表 4-38 受訪者對點心類餐飲熟悉度在模式中干擾效果分析.. 111 表 4-39 受訪者食物恐新症、熟悉度、與其交互作用對個別餐飲選擇項目影響之分析.................. 114 表 4-40 食物恐新症之單純主要效果分析(清蒸魚) ........ 115 表 4-41 食物恐新症之單純主要效果分析(雞排) ........ 115 表 4-42 食物恐新症之單純主要效果分析(鹽酥雞) ........ 115 表 4-43 食物恐新症之單純主要效果分析(小籠湯包) ...... 115 圖 次 圖 1-1 研究流程.................... 8 圖 2-1 旅客體驗概念性架構模型................. 20 圖 3-1 研究架構..................... 28

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