科技部專題研究計畫主持人
MOST 109-2410-H-415-033 -
餐飲五感難忘體驗:量表建構並從角色理論觀點進行模式驗證
Five-senses dining memorable experience: Scale development and model testing using a role theory perspective
科技部
Ministry of Science and Technology
國立嘉義大學行銷與觀光管理學系
Department of Marketing and Tourism Management, National Chiayi University
劉瓊如
Chyong-Ru Liu
國立嘉義大學行銷與觀光管理學系
Department of Marketing and Tourism Management, National Chiayi University
劉瓊如
教授
0932708713
crliu@mail.ncyu.edu.tw
計畫執行期間起:2020-08-01
計畫執行期間迄:2021-07-31
2021-01-01
2021-05-31
我們使用立意抽樣方法,篩選了台灣 8 家獲得 2020 年米其林精選(1 至 3 星級)的餐廳。為確保受訪者是有實際參與米其林餐廳體驗,訓練有素的助理研究人員使用 Instagram 與他們接洽。 我們透過發送私人消息來定位那些已經簽到並張貼所選 8 家餐廳照片的受訪。
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難忘餐飲體驗、五感、感官行銷、量表發展
memorable dining experience; five-senses; sensory marketing; scale development
本研究以服務景觀和感官行銷為基礎,透過多元研究方法開發了五感難忘的用餐體驗量表(FSMDES)。在研究 1 中,透過文獻回顧對五個 FSMDES 構面進行了排序,然後進行了 14 次深度訪談。 從訪談中提取了總共436條陳述,然後在五個構面下縮減到67個項目。 在研究 2 中,從八家餐廳收集了 783 份問卷,以驗證所提出的理論架構。 在研究 3 中,我們使用短版 FSMDES 透過從台灣八家米其林星級餐廳獲得的 430 份問卷。 結果發現五構面與口碑、重訪意圖和餐廳依戀具有校標關聯效度。為五種感官開發了一個五構面 42 項 FSMDES:視覺、聽覺、觸覺、味覺和嗅覺。
Based on servicescape and sensory marketing, this study developed a Five-Senses Memorable Dining Experience Scale (FSMDES) through multi-study method. In Study 1, five FSMDES dimensions were sorted through literature review, followed by fourteen in-depth interviews. A total of 436 statements were extracted from interviews and were later narrowed down to 67 items under five dimensions. In Study 2, 783 responses were collected from eight restaurants to verify the proposed theoretical dimensions. In Study 3, we replicated our findings using short-version FSMDES through 430 responses obtained from eight Michelin-starred restaurants in Taiwan. Our results found appropriate fit statistics and criterion-related validity with word of mouth, revisit intention, and restaurant attachment. A five-dimensional 42-item FSMDES was developed for the five senses: visual, sound, touch, taste, and olfaction.
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