| Summary: | 碩士 === 中國科技大學 === 企業管理系 === 103 === Nowadays Chiffon cake has been becoming tastier in terms of its flavors and textures. Aside from its tasty, if takes into account of nutritional and healthy elements, chiffon cake is not limited to wheat flour as main material, consequently, Taiwan produced various types of rice grains could be introduced. It posts not only nutritional value, but versatile. Although, the preparations of making chiffon cases are slightly different, each type of cake still has its own tats.
First, this study is by means of hands-on experience in bakery, in which, author incorporated Indica rice, Japonica rice and Glutinous rice as main materials for making chiffon cake. Secondly, utilized widely used in medical practice, so call “blind experience” in order to understanding how consumers react to various chiffon cake with different rice flour. This study is interested in “quality”, “texture” and “willing-to-buy” as dependable variants. Moreover, this study is also to find out whether “gender”, “age”, “occupation” and “martial status” has impacted on various rice chiffon cakes.
The study found that Japonica rice could be perfectly to replace wheat flour with respect to “quality” as well as “texture”. In other words, most consumers can accept Japonica rice chiffon cake farther than other two rice cases. When held other variables constant, the grains of Japonica rice and wheat post high similarity. It explains why consumers can accept Japonica rice chiffon cake. However, most consumers did not express “willing to buy” for all of three different cakes.
When “gender” and “occupation” take into consideration as a whole, then it significantly impacted on “willing-to-buy.” It could be explained by some extents of interaction between these two variables.
Keywords: Chiffon Cake、Rice Flour、New Product Awareness、Purchase Intention、
Qualitative Interviews
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