摘要
美食與文化習慣息息相關，一般消費者很難將傳統根深蒂固的文化表達出來。故有別於傳統行銷研究的市場調查法，為了將消費者隱藏的、潛意識不易表達出來的，對烘焙產品意象之看法抽取出來，本文以質化研究中的視覺隱喻抽取法(ZMET)來分析烘焙產品之消費意象。視覺隱喻抽取法可以發掘消費者的深層意義，適合本研究用以誘導消費者對於烘焙產品之期望與認知。首先，本研究藉由個人涉入量表，篩選出12位對「烘焙產品造型」具有高涉入程度的消費者，接著再對之進行ZMET深度訪談。研究結果顯示，消費者心裡最重視烘焙產品的「視覺」、「心意」與「大自然」。而這三個終結構念連結自「精緻」、「健康」、「顏色」。研究結果對消費者內在感受的探討是值得餐旅教育進一步研究，更能觀察面臨消費前消費者的內在知覺對於產品外觀的刺激。這些運用對餐旅系的學生未來在烘焙產品上的設計，將更能以消費者的觀點進行創新產品開發，以提供學生與烘焙業者對產品開發與設計造型上之參考。
關鍵詞: 視覺隱喻抽取法(ZMET)、烘焙產品造形、意象
Abstract
Gourmets of different countries are strongly influenced by their own culture. Consumers cannot easily express their traditional and deeply rooted culture through communication. Instead of a massive survey with questionnaires, in-depth interviews were utilized to investigate consumers’ inner perception with representatives of highly personal involvement with bakery food. Therefore, we deduced consumers’ cognition and expectation on bakery food with Zmet techniques to produce a consumers’ consensus map. According to the consensus map, the three final constructs “vision”, “mind” and “the nature” were inferred from the conclusions based on 12 interviewers’ mind maps. These three most important constructs to consumers were generalized and connected closely to the mediated constructs, namely, “elaboration,” “healthy,” and “color.” The research results were gathered from a scientific and qualitative method to understand consumers’ inner perception on bakery products as a reference for students and the industry in innovating bakery product and design development.
Keywords: 摘要
美食與文化習慣息息相關，一般消費者很難將傳統根深蒂固的文化表達出來。故有別於傳統行銷研究的市場調查法，為了將消費者隱藏的、潛意識不易表達出來的，對烘焙產品意象之看法抽取出來，本文以質化研究中的視覺隱喻抽取法(ZMET)來分析烘焙產品之消費意象。視覺隱喻抽取法可以發掘消費者的深層意義，適合本研究用以誘導消費者對於烘焙產品之期望與認知。首先，本研究藉由個人涉入量表，篩選出12位對「烘焙產品造型」具有高涉入程度的消費者，接著再對之進行ZMET深度訪談。研究結果顯示，消費者心裡最重視烘焙產品的「視覺」、「心意」與「大自然」。而這三個終結構念連結自「精緻」、「健康」、「顏色」。研究結果對消費者內在感受的探討是值得餐旅教育進一步研究，更能觀察面臨消費前消費者的內在知覺對於產品外觀的刺激。這些運用對餐旅系的學生未來在烘焙產品上的設計，將更能以消費者的觀點進行創新產品開發，以提供學生與烘焙業者對產品開發與設計造型上之參考。
關鍵詞: 視覺隱喻抽取法(ZMET)、烘焙產品造形、意象
Abstract
Gourmets of different countries are strongly influenced by their own culture. Consumers cannot easily express their traditional and deeply rooted culture through communication. Instead of a massive survey with questionnaires, in-depth interviews were utilized to investigate consumers’ inner perception with representatives of highly personal involvement with bakery food. Therefore, we deduced consumers’ cognition and expectation on bakery food with Zmet techniques to produce a consumers’ consensus map. According to the consensus map, the three final constructs “vision”, “mind” and “the nature” were inferred from the conclusions based on 12 interviewers’ mind maps. These three most important constructs to consumers were generalized and connected closely to the mediated constructs, namely, “elaboration,” “healthy,” and “color.” The research results were gathered from a scientific and qualitative method to understand consumers’ inner perception on bakery products as a reference for students and the industry in innovating bakery product and design development.
Keywords: