北美地區居民對中式及日式料理消費傾向之研究

Purchase Intentions of North American toward Chinese and Japanese Cuisines

劉民琪(Min-Chi Liu)

指導教授 ： 林宜親

國立高雄餐旅大學/餐旅學院/餐旅管理研究所/碩士(2009年)

https://doi.org/10.6825/NKUHT.2009.00015

摘要

由於全球化的發展，世界各地移民現象越來越多，異國風味餐廳也隨著越來越多。以日本料理為例，北美洲人在近十年才慢慢熟悉日本料理，到現在可以將壽司以及鐵板料理視為平常外食選擇的一種，表示異國料理已經慢慢廣為大眾接受。然而消費者對於不同文化的料理所存在的不同的特質中，得到消費者期望的結果，而期望的結果則會與消費者追求的個人價值有關聯性，進而影響消費者的消費傾向。
本研究利用迴歸分析，分析中式及日式料理的特性、消費者期望的結果，以及個人價值是否對於消費者消費傾向有顯著影響效果。由於本研究主要目的為了解外籍人士對中式及日式料理的消費傾向，於是選定具種族文化多樣性的北美地區居民為樣本，但不包含華人及日本人和第一代華人及日本人移民。本研究以滾雪球方式抽樣，利用網路問卷網站將問卷連結以電子郵件傳送給住在北美洲的居民；除了網路發放問卷，並在美國波士頓的賣場、圖書館、書局及大學校園發放。網路調查時間為2009 年4 月1 日至5 月15 日；現場調查時間為2009年5 月1 日至5 月15 日。根據本研究結果顯示，中式及日式料理的特性、消費者期望的結果以及個人價值對於中式及日式料理的消費者未來消費傾向皆有顯著影響效果。

關鍵字

中式料理 ； 日式料理 ； 消費傾向

並列摘要

Nowadays, more and more exotic restaurants opened around the world because of the immigration phenomenon. Japanese cuisine, for example, has become rooted in North America in the past decade and Chinese food also has a long history in North America. This study attempted to understand the relationships among cuisine attributes, desire consequences, personal values and future purchase intentions toward Chinese and Japanese cuisines based on the concept of Means-end Chain (MEC) theory. Samples were collected from people in Shopping malls, the library, the book store and the college in Boston, Massachusetts during May 1st to May 15th, 2009 and also from two online survey
websites “survey monkey” and “my3q.com” during April 1st to May 15th, 2009. The results showed that cuisine attributes, desire consequences, personal values all had significant effects on purchase intentions of Chinese and Japanese cuisines. Furthermore, among total 13 attributes,
there were seven attributes significantly different between Chinese and Japanese cuisines.

並列關鍵字

Chinese cuisine ； Japanese cuisine ； purchase intention

參考文獻

Featherstone, M., & Tamari, T. (2005). Chinese food in Britain: Consumer culture and taste. Proceedings of the 9th Symposium on Chinese Dietary Culture, Taipei, 169-198.

Aruguetea, M. S., DeBord, K. A., Yates, Y., & Edman, J. (2005). Eating attitudes among Japanese and American elementary schoolgirls. Eating Behaviors, 6, 328-336.

Asp, E. H. (1999). Factors affecting food decisions made by individual consumers. Food Policy, 24, 287-294.

Baek, S. H., Ham, S., & Yang, Y. S. (2006). A cross-cultural comparison of fast food restaurant selection criteria between Korean and Filipino college students. International Journal of Hospitality Management, 25, 683-698.

Boecker, A., Hartl, J., & Nocella, G. (2008). How different are GM food accepters and rejecters really? A means-end chains application to yogurt in Germany. Food Quality and Preference, 19, 383-394.