Analysis of Consumer Behavior of Molecular Cuisines in Taiwan

• Main Authors: Po-Wei Yang, 楊柏偉
• Other Authors: Shinn-Nen Jenq
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/03543342205885025311

碩士 === 台灣首府大學 === 休閒管理學系碩士班 === 102 === Diet nowadays is not just food consuming but a symbol of elegant livings. Molecular cuisines boomed up in international food and beverage markets these days, and several associated restaurants had been elected as the top three in many food and beverage evaluations which indicated it has been favors for many food lovers. Molecular cuisines have also been introduced into Taiwan years ago. However, the complicated techniques, processing and ingredients used for making molecular cuisines might influence human health. Consumers in Taiwan have limited knowledge about molecular cuisines which may hinder their consumptions in molecular cuisines. Thus, the objectives of this research were to analyze consumer cognitive and consumer behavior on molecular cuisines in Taiwan. The SPARTA model was implemented in this research to investigate consumer behaviors on molecular cuisines based on theory of planned behavior for consumer behaviors. SPSS was used for data processing and Spearman correlation analysis to pursue relationships between each construct. Questionnaires were given out to general publics at entrances of restaurants and department stores in Taipei City, New Taipei City, Taichung City, Tainan City, and Kaohsiung City for convenience sampling. Seven hundreds questionnaires were distributed with 92.86% overall response rate and 98.31% effective response rate. Results indicated, income of $45,000 and more had higher health and price concerns regarding to risk. Consumers with higher income requested higher qualities and flavors of molecular cuisines, while consumers who are older in age demanding healthier food. Results indicated most consumer behaviors towards risk were more concerned about quality, sanitation and safety, and price about Molecular cuisines; feeling guilty and were doubted about the quality, risk, sanitation and safety. Some consumers had no experiences with Molecular cuisines thus they don't understand what are Molecular cuisines nor proper guarantees from media or any institutes to educate consumers how to choose healthy Molecular cuisines. It is also the goal that governments and industry should work on in the future.