| Summary: | 碩士 === 世新大學 === 觀光學研究所(含碩專班) === 94 === The consumers usually get used to food match; restaurants also prefer selling match-meal to consumers. Most of the food fragrance is from the fat, but too much fat is often contradictory with the health concept in nowadays. According to above mentioned, we usually could not concern the delicacy and health at the same time. In addition, there is nothing more than delicious claim or health claim from the food claim pattern traditionally. From the related studies in the past, most of them were focused on the single item, but the importance of the match and practical needs seem to be ignored. Therefore, the purpose of this study is to discuss the effect of food match sequence and delicious or health claim on the consumers’ fat consumption volume.
There are four tests in this study, four scenarios. Test 1 and test 2 fix the claim of the course with soup & steak and its fat consumption volume (ex. extremely delicious with 50% fat consumption volume and extremely healthy with 0% fat consumption volume), and the fat consumption volume for the course with steak & ice-cream will be examined when respondents select. The purposes of these two tests are to see whether they would be affected by the claim and change their selections afterwards. Test 3 and test 4 will examine the fat consumption volume after respondents select their own courses with soup & steak and steak & ice-cream (ex. there are steak and ice-cream by six different degrees of delicious / or health claim on the menu, and both need to be selected). The purposes for these two tests are to understand the interaction between sequence and fat consumption volume. The research method adopts a “between-subject factorial design”.
The results show that in food match, consumers’ fat consumption volume is high when delicious claim is only provided, and consumers’ fat consumption volume is not affected by the match of health claim. When soup & steak and steak & ice-cream are both health claim (not delicious claim), consumers’ fat consumption volume is apparently low. No matter the match sequence is with main course first or served as after, consumers’ fat consumption volume is only affected by the course of steak & ice-cream.
The practical application on the menu for F&B industry－design the match menu with delicious claim and health claim, consumers are easily affected by delicious claim and choose delicious more than health claim. Therefore, in order to raise consumers’ health condition, the match in whole set with health claim is necessary.
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