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研究生: 王麗雯
Wang Li-wen
論文名稱: 旅遊中餐飲體驗阻礙量表之建構
Development of a Scale to Measure Food Experience Constraints
指導教授: 劉元安
Liu, Yuan-An
學位類別: 碩士
Master
系所名稱: 餐旅管理與教育研究所
論文出版年: 2012
畢業學年度: 100
語文別: 中文
論文頁數: 211
中文關鍵詞: 餐飲體驗阻礙量表發展阻礙心流幸福感
英文關鍵詞: Food experience constraints, scale development, constraint, flow experience, well-being
論文種類: 學術論文
相關次數: 點閱:267下載:23
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  • 千禧年前後,餐飲體驗議題受到觀光旅遊領域學者的重視,餐飲體驗影響了遊客在旅遊過程中的決策、動機、滿意度、重遊意圖、整體旅遊體驗等。在2004年,Cohen and Avieli首度以餐飲在旅遊中扮演的是吸引力亦或是阻礙,進行一體二面的質性研究探索,證實旅遊餐飲活動中確實存有阻礙遊客嚐試的因素。本研究的主要目的為發展適用於旅客在旅遊目的地對於當地餐飲體驗的阻礙程度衡量量表。餐飲體驗阻礙是過去研究沒有探索過的內容,因此,本研究以追求幸福做為哲學理論背景,其次建構於獲得幸福感受之上的心流理論(Csikszentmihalyi, 1975)和Maslow的需求理論做為心理學理論背景,並藉消費者滿意衡量以及新起的不滿意衡量(Alegre and Garau, 2010)做為行銷學理論背景。
    量表建立過程依據Churchill在1979年所主張的量表發展八步驟。原始題項55題經過2階段正式問卷773人,透過探索性和驗證性因素分析從本研究整體模式適配圖檢驗發現餐飲體驗阻礙量表共涉及4個因素、4個子構面,29題題項,因素一餐飲危害(food risk)包含了擔心懷疑(worry and doubt)和不衛生(not clean)2個子構面,因素二餐飲認知缺乏(lack of food perception)包含了不熟悉(unfamiliar)和訊息不明(unclear information)2個子構面,因素三罕見奇怪(rarely and strange)以及因素四不易達(inaccessible)。本研究結論將有助於瞭解餐飲體驗阻礙的成份並可以瞭解遊客旅遊時對於旅遊地餐飲的阻礙程度。

    The purpose of this study was to explore the result of the survey by developing the “Scale of Food Experience Constraints in Tourism”. There samples consists of 773 tourists by using purposive sampling.55 items were developed in the original questionnaire. After the factor analysis, item-to-response and correlation analysis, the final version of the Scale of Food Experience Constraints in tourism consists of 29 items which are divided into four dimensions: food risk, rarely and strange, inaccessible. The food risk consisted of two sub-dimensions, including worry and doubt, unfamiliar and the lack of food perception included clean, unclear information. The scale provided good validity and reliability. Based on these findings, the scale can be used in future food experience constraint related researches and manages.

    摘要 i ABSTRACT ii 誌謝辭 iii 圖次 viii 表次 ix 第一章 緒論 1 第一節 研究背景 1 第二節 研究動機與目的 4 第二章 文獻回顧 11 第一節 餐飲體驗阻礙構念 11 一、 體驗 11 (一) 體驗的哲學性思考 12 (二) 體驗的實務性作為 17 二、 阻礙 24 (一) Constraint? or Barrier? 24 (二) 休閒阻礙 27 (三) 旅遊阻礙 32 三、 餐飲體驗 38 第二節 旅遊中餐飲體驗阻礙 46 一、 食物風險 50 二、 餐飲量化研究 52 三、 餐飲質性研究 60 第三節 理論依歸與量表建構價值 65 一、 哲學 65 二、 心理學 70 (一) 心流理論 70 (二) 五大需求理論 82 三、 行銷學─滿意度 85 第三章 研究方法 90 第一節 構念定義 92 第二節 發展題項 94 一、 文獻回顧 94 二、 焦點團體 99 三、 專家效度 102 四、 量表內容與計分方式 106 五、 預試進行 110 第三節 第一次資料蒐集 113 第四節 純化測量 116 第五節 第二次資料蒐集 117 第六節 信度再評估 117 第七節 評估效度 117 第四章 研究結果分析 119 第一節 預試階段結果分析 119 一、 樣本人口統計資料 120 二、 過去五年內旅遊經驗統計 121 三、 旅遊餐飲態度統計 122 四、 餐飲體驗阻礙題項分析 123 第二節 正式問卷調查結果分析 130 一、 樣本人口統計資料 130 二、 過去五年旅遊經驗統計(表4-7) 132 三、 旅遊餐飲態度統計 132 四、 餐飲體驗阻礙題項敘述 133 五、 量表之項目分析 135 六、 量表探索性因素分析 137 七、 因素命名 140 八、 量表之信度分析 143 第三節 第二次資料蒐集 144 一、 樣本人口統計資料 144 二、 過去五年內旅遊經驗統計 144 三、 旅遊餐飲態度統計 144 四、 信度再評估 146 五、 第二次因素命名 147 六、 驗證性因素分析 149 第四節 旅遊中餐飲體驗阻礙量表討論 159 第五章 研究結論與建議 168 第一節 研究結論 168 第二節 研究建議 171 一、 學術意涵 171 二、 管理意涵 176 第三節 研究限制 178 第四節 後續研究建議 179 參考文獻 182 中文文獻 182 英文文獻 187 附錄一 預試問卷 204 附錄二 正式問卷 208 圖次 圖1-1餐飲體驗阻礙理論建構圖 10 圖2-1 休閒阻礙三因子模式圖 31 圖2-2 影響餐飲體驗(dinners’ experience)因素 39 圖2-3 遊客體驗概念模式 40 圖2-4 旅遊範疇中影響消費體驗的因素 41 圖2-5 影響旅遊餐飲體驗評價屬性 43 圖2-6 食物選擇流程組成概念模式 49 圖2-7 質性分析訪談和歸納為刺激、個體和反應之幸福的餐飲體驗 69 圖2-8 心流體驗模式I 75 圖2-9 心流體驗模式II 76 圖2-10 四象限心流模式 77 圖2-11 需求理論與愉快/不愉快體驗比率 83 圖3-1 量表建構流程圖 91 圖4-1六因素斜交模式標準化參數圖 153 圖4-2六因素高階模式標準化參數圖 154 圖4-3四因素高階模式標準化參數圖 155 圖4-4四因素子構面高階模式標準化參數圖 156 圖5-1餐飲體驗阻礙理論量表建構流程圖 170 圖5-2餐飲體驗阻礙構念形成圖 172 圖5-3餐飲體驗阻礙學術意涵概念圖 175 表次 表2-1 體驗哲學性思考整理 16 表2-2 策略體驗模式 20 表2-3 體驗媒介 23 表2-4 constraint 與 barrier釋義 27 表2-5 阻礙構面整理 36 表2-6 阻礙題項與構面整理 37 表2-7 心流譯名統整表 72 表2-8 滿意衡量尺度整理 86 表3-1 餐飲體驗阻礙內涵整理 93 表3-2 餐飲體驗阻礙題庫內容 96 表3-3 焦點團體認為適用的題項 100 表3-4 焦點團體認為修改後適用題項 101 表3-5 焦點團體認應刪除與增加的題項 102 表3-6 專家人數整理 103 表3-7 專家成員簡歷 103 表3-8 專家檢核後適用的題項 105 表3-9 專家檢核認為修改後適用的題項 106 表3-10試填後再修改的題項 107 表3-11過去旅遊經驗題項與尺度 108 表3-12人口統計資料題項與尺度 110 表3-13 KMO值評斷標準 112 表4-1 預試樣本人口統計資料統整表 121 表4-2 預試樣本旅遊經驗摘要表 122 表4-3 預試樣本旅遊餐飲態度摘要表 123 表4-4 「不適用」題項內容 124 表4-5 預試調查第五次因素分析表 127 表4-6 第一次樣本人口統計資料統整表 131 表4-7 第一次樣本旅遊經驗摘要表 132 表4-8 第一次樣本旅遊餐飲態度摘要表 133 表4-9 第一次樣本描述性分析表 134 表4-10第一次樣本項目分析摘要表 136 表4-11第一次樣本因素分析摘要表 139 表4-12第一次樣本各構面信度分析 143 表4-13第二次樣本人口統計資料統整表 145 表4-14第二次樣本旅遊經驗摘要表 145 表4-15第二次樣本旅遊餐飲態度摘要表 146 表4-16 6因素的因素分析 147 表4-17各構面信度分析 148 表4-18各測量模型配適度結果 152 表4-19驗證性因素分析觀察變項分析表 157 表4-20區別效度檢定 158 表4-21效標關聯效度檢定 158 表4-22旅遊中餐飲體驗阻礙量表 166 表4-23餐飲體驗阻礙得分表 167

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