| Summary: | 碩士 === 輔仁大學 === 餐旅管理學系碩士班 === 100 === The purpose of this study was to find out the consumers’ cognition and preference on Southeast Asians cuisine, and compare the relationships among personal background variables, preference and consumer behaviors.
The method of this study was to sample consumers who had been to Southeast Asians cuisine restaurant in north area and collect information by questionnaire survey. 427 questionnaires are collected from total 500 questionnaires; the successful valid rate is 85%. The survey result was analyzed by the methods including descriptive statistical analysis, one-way ANOVA, t-test, X2 test and regression analysis. The survey result indicate that the most impression of Southeast Asian cuisine was “spicy and sour” with limited cognition of cuisine seasoning and spice. In terms of the preference on Southeast Asian cuisine and the cognition there was no significant difference among Singapore, Malaysia, Thailand and Vietnam. The menu promotion or package was the key factor to influence consumers how to choose Southeast Asians cuisine restaurant, and the significant difference of preference and consumer behavior was indicated with different personal background variables; preference and restaurant characteristics of Singapore, Malaysia, Thailand and Vietnam cuisine could forecast the preference of Southeast Asians cuisine.
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