帶點朦朧美：中式婚宴菜餚中度隱喻命名提升吸引力及購買意願

Ambiguity Intensifies the Sense of Beauty: Moderate Metaphor of Cuisine Naming in Chinese Wedding Banquet Increases Attractiveness and Purchase Intention

過去有關中式宴會菜餚命名研究，多數從文學角度來探討命名規則，甚少從商業角度來研究有利的菜餚命名法。因此，本研究的目的乃聚焦探討中式婚宴菜餚的命名策略，特別是針對含隱喻性的命名法則。研究方法採婚宴餐廳中現地實驗法來進行，結果顯示中度的隱喻菜餚命名方式，相較於低隱喻或高隱喻命名方式，對消費者有較高的吸引力、喜好度及購買意願；然而，在價值知覺上並無顯著差異。在理論的貢獻上，婚宴菜餚的命名方式，引發消費者採行不一致理論（高階）或模糊理論(低階)的不同思考路徑。實務建議方面，則提供菜單設計參考給中式婚宴餐廳業者，將菜名的一部分改為隱喻陳述，將能提高婚宴菜單的吸引力及消費者的購買意願。

Previous studies of Chinese banquet-cuisine naming primarily analyzed the rule of cuisine names from the perspective of literature; few focused on the commercial aspect of Chinese banquet-cuisine names. The purpose of this study focuses on exploring the strategy of naming dishes for Chinese wedding banquets, the metaphoric naming in particular. This study used a field experiment in a Chinese wedding banquet restaurant to conduct empirical research. This study verifies that a moderately metaphoric naming method is superior to minimally or highly metaphoric naming methods regarding appeal, preference, and purchase intentions. However, there is no significant effect on price perception. The results show that the method of naming causes different thinking pathways, incongruity theory (high-scope) or gricean theory (low-scope). Regarding implication, we suggest owners of Chinese restaurants for wedding banquets to design their menu by incorporating metaphor into the name of the dishes. Thus, they can enhance the appeal of the menu and increase customers' willingness to purchase.