An Empirical Analysis of the Practices of Emotional- Enhancing and Emotional-Alleviative Consumption in Comfort Food

• Main Authors: Chun-Feng Cheng, 鄭竣丰
• Other Authors: Mei-Lan Lin
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/9b266c

碩士 === 南臺科技大學 === 餐旅管理系 === 102 === The human needs of food are more highly demanded by modern people. Food not only can satisfy the needs of our bodies but can have an impact on our minds. Recently healing commodities are more popular and widely accepted by consumers. Therefore, comfort food make people feel relaxed and play important role in our life. The study is mainly based on prior studies indicated chicken soup and chocolate to represent as comfort food and then to conduct three studies : Study 1 was conducted by a questionnaire survey, is to discuss the cognition of comfort food on the gender and to find out whether there is any relationship between food choices and emotional responses. The result was shown that male and female considered chicken soup and chocolate as comfort food. And people think chicken soup is regarded as healthier and feel less guilt than chocolate. Study 2 was adopted 2（male/female）×2(look/eat) two-factor between subjects designed to examine whether it can moderate peoples emotion after comfort food-taking. The results showed that male will be easier to evoke positive emotional responses when they choosing chicken soup as comfort food. However, female will have higher positive emotional responses when they choosing chocolate as comfort food compared to chicken soup. And study 3 was used 2(chicken soup/ chocolate) × 2（fast-paced background music/ none）two-factor between-subjects designed to test the respondents’ changes in food intake affected by background music. The result showed that the fast-paced background music lead to increase the respondents food intake. The research results as mentioned can provide reference in further studies and make contribution to related research field. In addition, the result also can give some recommendation for industry practice to pay attention on dish design for different genders and back ground music on restaurant environment changes in order to affect customer emotion when they dining in restaurant and to increase customer satisfaction. Besides, the results also provide suggestions on management implications for hospitality industry.