客家美食認知與消費行為之研究-以臺北縣三峽鎮客家餐廳為例

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题名:	客家美食認知與消費行為之研究-以臺北縣三峽鎮客家餐廳為例
作者:	陳菊園
贡献者:	生活應用科學研究所碩士在職專班
关键词:	客家美食認知客家餐廳重視度滿意度消費行為
日期:	2010
上传时间:	2011-11-25 15:37:13 (UTC+8)
摘要:	本研究旨在探討客家餐廳消費者對於客家美食的認知程度與消費行為之間的關係。近年來行政院客家委員會大力推廣客家產業，客家美食也漸漸成為饕客的新寵，如何利用形形色色的廣告訊息，讓產業印象深植消費者的內心，引起消費者的購買慾望，乃是本研究的主要目的，因為「沒有客家美食，客家文化亦隨之消失」。為達成研究目地，研究者首先著手收集相關文獻，進而建立研究架構，研擬研究假設，以問卷調查法施測，量表包括：個人背景變項調查表、客家美食認知量表、客家美食餐廳屬性重視度、滿意度量表及消費行為調查表，所採用的研究方法為立意取樣，選取台北縣三峽鎮3家客家餐廳的消費者為研究對象，收回有效問卷共計404份，所得資料以統計套裝軟體SPSS18.0分析，有次數分配、百分比、平均數、標準差、獨立樣本t檢定、單因子變異數分析、雪費事後比較、卡方檢定、殘差比較、皮爾遜積差相關等統計方法及重要-效能分析法(IPA)。研究結果如下：一、消費者以女性居多，非客家人為客家人的3.3倍，年齡層以41-50歲為最多，其次是31-40 歲，職業以軍公教人員為最多，教育程度以專科/大學為最多，婚姻狀況大多為已婚，月平均收入以20,001-40,000元為最多，月平均外食餐廳預算則為1,001元～3,000元為最多。二、客家美食認知的分析表分為四個構面，其中以「飲食文化」構面的答對比例最高，其次依序為「料理特色」構面、「常用食材」構面，而「經典客家菜」構面的認知程度最低。在整體客家美食認知答對的比例占59%，未達及格標準，顯示消費者對客家美食的認知程度仍屬於低程度。三、消費者在過去一年中去客家餐廳消費的頻率，以「2-4次」為最多，消費預算金額方面，以消費「1000元以下」為最多，消費「3001元以上」為最少，消費同伴方面，以「家人」為最多，消費資訊來源方面，以「親友介紹」為最多，消費動機方面，以「家人、朋友聚餐」為最多，宣導意願方面，以「會推薦」為最多，再購意願方面，多數表示「願意」。四、願意再度光臨客家餐廳的前10大因素，其排名依序為：「餐飲美味可口具客家口味特色」、「餐飲價位合理」、「喜歡吃客家菜」、「服務人員態度親切」、「餐飲選擇菜色多樣化」、「交通便利性」、「用料新鮮」、「環境舒適清潔」、「店內用餐氣氛良好」、「上菜速度快」、「份量多」、「恰巧路過」及「帶親友品嚐客家菜」等。五、最受歡迎的客家菜排行榜前10名，其排名依序為：「客家小炒」、「薑絲炒大腸」、「福菜肉片湯」、「梅干扣肉」、「粄條」、「桔醬白斬雞」、「客家三角丸」、「客家封肉」、「酸菜肚片湯」及「七味雞柳」。六、消費者對客家餐廳屬性重視度前5名，其排名依序為：「餐食用料新鮮」、「餐飲價位合理」、「具客家口味特色」、「服務人員態度親切」、「菜色多樣化」及「用餐環境舒適」。七、消費者對客家餐廳屬性滿意度前5名，其排名依序為：「具客家口味特色」、「菜色多樣化」、「餐食用料新鮮」、「餐食份量充足」及「用餐氣氛良好」。八、消費者會因性別、族群、年齡、職業、教育程度、婚姻、平均月收入及月外食餐廳預算的不同，在客家美食的認知上有顯著性差異，顯示不同個人背景變項其客家美食認知有很大的差異性。九、消費者除了性別及族群外，會因年齡、職業、教育程度、婚姻、平均月收入及月外食餐廳預算的不同，在客家餐廳屬性的重視度上有顯著性差異。十、消費者會因性別、族群、年齡、職業、教育程度、婚姻、平均月收入及月外食餐廳預算的不同，在客家餐廳屬性的滿意度上有顯著性差異。十一、消費者會因性別、族群、年齡、職業、教育程度、婚姻、平均月收入及月外食餐廳預算的不同，而影響其消費頻率、消費預算金額、消費同伴、消費資訊來源、消費動機、宣導意願及再購意願。十二、消費者會因對客家美食認知程度的不同，而影響其消費頻率、消費預算金額、消費資訊來源及消費動機。 The purpose of this research was to evaluate the relationship between customers’ awareness of Hakka delicacies and consumer behavior. Council for Hakka Affairs, Executive Yuan has made great propaganda for Hakka industry in recent years. Therefore, Hakka delicacies have gradually become gourmets' new favorite dishes. How to leave a deep-seated impression on customers’ minds with various advertisements and arouse customers’ desire to purchase was the main purpose of the study. Without Hakka delicacies, Hakka culture will also disappear. To achieve the goal of the research, related references were collected, research structure was established and research hypotheses were formulated. The research was conducted with a questionnaire survey; the scales included the “Basic Personal Background Information Questionnaire,” “Awareness of Hakka Delicacies Scale,” “Degrees of Emphasis on the Attributes of Hakka Restaurants Scale,” “Satisfaction Scale” and “Consumer Behavior Questionnaire.”The purposive sampling method was used as the research method. Three Hakka restaurants located in Sanshia, Taipei County were chosen as the study subjects.404 valid questionnaires were retrieved and collected data were analyzed by using statistical methods including frequency distribution, percentage, mean and standard deviation, independent t-test, one-way ANOVA, Scheffe method, Chi-Square test, residual comparison and Pearson product-moment correlation with SPSS 18 for Windows and Importance-Performance Analysis. The results of the research were as follows: 1. Female customers were more than male ones, and non-Hakka people were 3.3 times as many as Hakka ones. Most customers were in the age group of 41-50 years and the second most customers were in the age group of 31-40 years. In terms of their profession, servicemen, civil servants and teachers had the most population. Most of their education levels were at junior college/university ones. Most of them claimed their marital status as married. Their average monthly income was mostly NT$20001-40000. Their average monthly dining-out budget was chiefly NT$1001-3000. 2. Analysis of the awareness of Hakka delicacies consisted of four dimensions. Among them, customers’ answers to the questions in “Food Culture Dimension” had the highest percentage of correctness. The second highest was those in “Cuisine Characteristics Dimension.” The third highest was those in “Commonly Used Ingredients.” The lowest was those in “Classic Hakka Cuisine.” On the whole, those who correctly answered questions about the awareness of Hakka delicacies accounted for 59 percent, which failed to meet the standard and indicated that customers’ level of awareness of Hakka delicacies was low. 3. In terms of the visit frequency of consumers to Hakka restaurants in the past year, most customers reported 2-4 times a year. As for the consuming budget, most customers ate Hakka delicacies on less than NT$1000 budget, while the fewest ate ones on NT$3001 up budget. Concerning the consuming companions, most customers’ companions were their “family members.” With regard to the consumer information source, most customers’ consumer information source was “friends and relatives.” Regarding the consuming motive, most customers ate Hakka delicacies for a family/friend get-together. With reference to the willingness to recommend the restaurant to others, most customers reported “Yes, I am willing to recommend the restaurant to others.” In regard to the willingness to purchase Hakka cuisine again, most answered, “Yes, I will purchase Hakka cuisine again.” 4. The ranking order of the top 10 factors of willingness to come to Hakka restaurants again was as follows: “The dishes are delectable and have Hakka flavors,” “The dishes are reasonably priced,” “ I am fond of Hakka cuisine,” “The servers are polite and friendly,” “There are multiple menu choices,” “The restaurant is easily accessible,” “The restaurant uses fresh ingredients,” “The restaurant is comfortable and spic-and-span,” “The restaurant has a nice dining atmosphere,” “The restaurant boasts amazingly fast serving speed,” “The restaurant serves hearty dishes,” “I come across the restaurant by chance” and “I will take relatives and friends to have a taste of Hakka cuisine.” 5. The ranking order of the top 10 Hakka Dishes Chart was as follows: “Hakka Stir-fry,” “Fried Large Intestine with Savory Ginger,” “Preserved Vegetables and Pork Soup,” “Stewed Pork with Dried Cabbage,” “Hakka Flat Noodles,” “Boiled Chicken with Orange Sauce,” “Hakka Triangle Dumplings,” “Hakka Sealed Pork,” “Preserved Vegetables with Pig Stomach Soup” and “Shichimi Chicken.” 6. The ranking order of the top 5 consumers’ degrees of emphasis on the attributes of Hakka restaurants was as follows: “The restaurant uses fresh ingredients,” “The dishes are reasonably priced,” “The dishes have Hakka flavors,” “The servers are polite and friendly,” “There are multiple menu choices” and “The restaurant is comfortable.” 7. The ranking order of the top 5 consumers’ satisfaction with the attributes of Hakka restaurants was as follows: “The dishes have Hakka flavors,” “There are multiple menu choices,” “The restaurant uses fresh ingredients,” “The restaurant serves hearty dishes,” and “The restaurant has a nice dining atmosphere.” 8. Due to the differences of customers’ gender, ethnic group belonging, age, profession, education level, marital status, average monthly income and monthly dining-out budget, there were significant differences in the awareness of Hakka delicacies. With different background variables, there were great differences in customers’ awareness of Hakka delicacies. 9. In addition to customers’ gender and ethnic group belonging, there were significant differences in their degrees of emphasis on the attributes of Hakka restaurants with the differences of age, profession, education level, marital status, average monthly income and monthly dining-out budget. 10. There were significant differences in customers’ satisfaction with the attributes of Hakka restaurants with the differences of gender, ethnic group belonging, age, profession, education level, marital status, average monthly income and monthly dining-out budget. 11. With the differences of customers’ gender, ethnic group belonging, age, profession, education level, marital status, average monthly income and monthly dining-out budget, their consuming frequency, consuming budget, consuming companion, consumer information source, consuming motive, willingness to recommend the restaurant to others and willingness to purchase Hakka cuisine again would be affected. 12. With the differences of customers’ awareness of Hakka delicacies, their consuming frequency, consuming budget, consumer information source and consuming motive would be affected.
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