| Abstract: | 台灣花卉市場興旺，各種珍貴且難保存的花材都有人趨之若鶩，然而美麗的曇花可觀賞可食用，還能入藥，卻在市場中漸漸消失，幾乎從人們的生活中被遺忘。本研究目的在於探討不同身分背景以及對曇花認知的程度的受訪者，對曇花入食材作為料理和熟食料理包的接受度和購買意願，三者間的關係。做為日後為餐飲業者或網路銷售欲推廣曇花食材提供消費者喜好的菜單。本研究依據收集的資料設計問卷，於4月開始發送問卷，採網路問卷和手寫問卷同時進行，共回收了246份問卷，剔除無效問卷14份，獲得有效問卷232份，回收率94.3%，經統計分析，研究結果如下:受訪者以女性、21-50歲、教育程度以大專院校、月薪收入3-5萬元、服務業為多。有57.8%知道曇花可入菜，然而只有31.1%吃過曇花料理。最多人知道曇花「可治哮喘」。另外受訪者最能接受「曇花凍」，最難接受的是「曇花麵線」。至於認知曇花對曇花料理和料理包有顯著差異的，11道菜有「曇花炒肉片」「紅麴曇花燒肉」「曇花肉片羹」受到認知曇花影響接受度和購買意願。研究驗證，對曇花的認知與些受曇花料理具有「正相關」，及對曇花的認知越深越清楚者，其對曇花料理的接受度越高。故建議欲開發推廣曇花料理的餐廳經營者或網購架設者，需先同步以吸引人的故事性行為行銷曇花的認知，以提高民眾對曇花料理的接受度和喜愛。
Taiwan’s flower market is booming, and various precious and difficult-to-preserve flower materials are in droves. However, the beautiful epiphany, which can be viewed, edible, and used as medicine, has gradually disappeared from the market and has almost been forgotten from people’s lives. The purpose of this research is to explore the relationship among respondents with different identities and backgrounds and the degree of understanding of epiphany, the acceptance and purchase intention of epiphany 's ingredients as cooking and cooked food package, and the relationship between the three. In the future, it will provide consumers' favorite menus for catering industry or online sales who want to promote epiphany ingredients. This study designed questionnaires based on the collected data. The questionnaires were sent out in April. The online questionnaires and handwritten questionnaires were used at the same time. A total of 246 questionnaires were collected, 14 invalid questionnaires were eliminated, and 232 valid questionnaires were obtained. The response rate was 94.3%. After statistical analysis, the research results are as follows:Respondents are female, 21-50 years old, educational level is in colleges and universities, monthly salary income is 30,000 to 50,000 yuan, and most of them are in the service industry. 57.8% knew that epiphany can be used in dishes, but only 31.1% had eaten epiphany dishes. Most people know that epiphany "can cure asthma." In addition, the interviewees most accepted "Eastern Flower Jelly" and the most difficult one was "Eastern Flower Noodle". As for the perception that epiphany has a significant difference between epiphany cuisine and cooking buns, the 11 dishes such as "Eastern Flower Fried Pork", "Red Yeast Pork" and "Emperor Epiphyte Soup" are affected by the recognition of Epiphany and the willingness to purchase.Studies have verified that there is a "positive correlation" between the cognition of epiphany and some popular epiphany cuisines, and the deeper and clearer the knowledge of epiphany, the higher their acceptance of epiphany cuisine. Therefore, it is recommended that restaurant operators or online shoppers who want to develop and promote epiphany cuisine need to synchronize their understanding of epiphany cuisine with attractive story-like behaviors in order to increase the public's acceptance and love of epiphany cuisine. |
