| 摘要: | 本研究將建構在 Russell 與 Pratt (1980) 所提出的 M-R 環境心理模型作為本研究的基礎理論背景，探討不同餐盤色彩對於高級中式餐廳之消費者的偏好及消費情緒，是否會存在顯著差異，並將此結果，提供高級中式餐廳業者，作為未來餐桌擺設及色彩搭配之應用。
本研究採問卷調查法進行資料之收集，透過抽樣方式採用立意抽樣與滾雪球發放問卷，以曾經前往過高級中式餐廳消費過之消費者為對象，施測樣本 600 份，有效問卷為 581 份，有效回收率為 96.83%。研究工具包括：「個人背景資料調查表」、「餐盤色彩偏好量表」及「消費情緒量表」 。施測結果以統計套裝軟體 SPSS for Windows 22.0 進行結果分析，透過描述性統計、卡方檢定、獨立樣本 t 檢定、單因子變異數分析及雪費法事後比較進行資料之統計分析。
主要結果包括：高級中式餐廳消費者之「性別」 、 「年齡」對「餐盤色彩偏好」具有顯著差異；高級中式餐廳消費者之餐盤色彩偏好為金色、白色及黑色；高級中式餐廳消費者之「餐盤色彩偏好」對「消費情緒」具有顯著差異，其中白色與金色餐盤擁有較正向的消費情緒。
根據研究結果，提出建議：建議餐廳業者可加強餐廳實體環境的視覺設計感，在餐盤色彩的運用上以白色與金色為主，讓消費者能於用餐過程中瓹生正向情緒，進而影響其消費行為；本研究僅以餐盤之色彩作為餐盤素材，期後續研究可增加其他餐盤元素，如：形狀、材質、花紋等，使中式餐盤之相關研究更完整。
Based on the M-R (1980) environmental psycology model, then to investigate if different colors of plate will affect costumers’ preference and consumer’ emotions in the high-class Chinese restaurants. And finally to provide the result to the high-class Chinese restaurants as a consideration of table furnish and decorate.
Survey method, purposive sampling, and snowball sampling were used for this research. Samples were collected from high-class Chinese restaurant consumers in Taipei city. Participants are 600 consumers, valid returned are 581, which means the effective return rate is 96.83%. The instrument of this research consists of three sections: Personal Background Questionnaire, ―Plate Color Preference Scale, and ―Consumer’s Emotions Scale. The research results are analyzed by statistical software SPSS for Windows 22.0. Data is statistically analyzed by Descriptive Statistics, Chi-Square Test, Independent-Sample t Test, one-way ANOVA and Scheffé Method.
The major findings are as follows: There are significant differences between ―plate color preference and ―gender, and ―age.; Consumers’ plate color preference are gold, white, and black.; There are significant differences between ―consumer’s emotions and ―plate color preference. Especially, there are positive emotion on white and gold plates.
According to the findinds from this research, this study suggests restaurant managements enhance the visual design of restaurant environment, for instance, the white and gold plates can make consumers for positive consumers’ emotions. This consumers’ emotions can influence consumers’ behaviors. This study just research plate color, hence it suggests future researchers increase other plate elements, for example, shape, material, and pattern. It makes relarional researches about Chinese plate completely. |
