台灣小吃感質體驗屬性之探索研究
A Study of the Qualia Characteristics of Taiwanese Food
中文摘要
美食體驗是國際旅客瞭解在地文化的重要途徑，相關研究發現感質體驗是產品設計的重要議題，感質體驗感受攸關消費者對於美食體驗的滿意度。而大多數研究僅提到感質的影響因素，缺乏對於飲食的感質體驗的量化研究。臺灣地處亞洲要衝且歷史融合多元文化，塑造臺灣飲食文化獨特且多元的特色，台灣美食也成為國際間體驗台灣文化關鍵媒介。因此，美食如何融入感質體驗，成為國際美食行銷之重要課題。本研究遴選出八種臺灣代表小吃以及十二種感質因素，以量化問卷方式，有效問卷222份，經由差異分析、相關分析、集群分析、多尺度分析瞭解消費者對於小吃感質體驗的感受與分類方式。研究發現：（1）飲食體驗者可以區分成實惠取向、在地取向、美食取向與流行取向；（2）年齡與性別在小吃喜好度與代表度具有顯著差異；（3）小吃喜好度與風味多樣、口感豐富、專業廚藝、營養健康、方便攜帶、本土在地、精雕細琢具有顯著正相關；（4）小吃代表性與層次豐富、本土在地具有顯著正相關。
Abstract
Food experience is crucial for international tourists to understand local cultures. Studies have revealed that qualia are critical for product design. Qualia are closely related to consumer satisfaction with food experience. However, most studies have only mentioned factors that influence qualia, and no quantitative studies on food qualia have been conducted. Taiwan is an Asian hub with a history incorporating diverse cultures, thus creating a unique and diverse food culture. Taiwanese food has become a key medium for foreigners to experience Taiwanese culture. Therefore, integrating food into qualia is an essential topic for international food marketing. In this study, we selected eight typical Taiwanese foods and 12 qualia to conduct a quantitative questionnaire survey. Overall, 225 valid responses were collected. By conducting variance, correlation, cluster, and multidimensional analyses, consumers’ perception and classification of the qualia of Taiwanese foods were explored. The results were as follows. (1) People with food experience can be oriented toward affordability, locality, gourmet, and popularity. (2) Food preferences were significantly correlated with diverse flavors, rich taste, professional cooking, healthy nutrition, convenience, locality, and delicateness. (3) Food representativeness was significantly correlated with rich taste and locality.
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