石橋筍養生餐研發與品評之研究-以樂齡大學學員為例

Research on the R&D and Tasting of healthy meal with Thill - Taking Senior Citizens University students as an example

隨著平均餘命增長、保健意識抬頭，健康老化成為熱點議題；健康餐食成為趨勢，養生餐點蔚為風潮。本研究審視經典研究有關產品認知(營養、健康、聯想)、顧客滿意度(產品、服務、整體滿意度)與購買意願(口碑、推薦、再購意願)之研究，進行問卷量表研擬，將石橋筍入菜，透過實物品評體驗，讓樂齡學員能深切體認石橋筍養生餐。研究結果發現：(1)產品認知對顧客滿意度有顯著正相關，顯示健康認知能有效提升顧客滿意度。(2)產品認知對購買意願有顯著正相關，揭櫫健康認知能有效提升購買意願。(3)顧客滿意度與購買意願有顯著正相關，表明產品滿意可提高購買意願。建議事項：(1)積極推廣養生食材餐點。(2)戮力在地食材加工運用。(3)不同地域對象廣泛研究，建構國內養生食材及餐點資料庫，因應到來的超高齡社會。

As the average life expectancy increases and health awareness rises, healthy aging has become a hot topic; healthy meals have become a trend, and health-preserving meals have become popular. This study examines advanced research on product cognition (nutrition, health, association), customer satisfaction (product, service, overall satisfaction) and purchase intention (word-of-mouth, recommendation, repurchase intention), and develops a questionnaire scale. Put Thill into dishes, and experience it through physical evaluation, so that senior students can deeply understand the Thill Bamboo shoots health meal. The research results found that: (1) Product cognition has a significant positive correlation with customer satisfaction, showing that health cognition can effectively improve customer satisfaction. (2) Product cognition has a significant positive correlation with purchase intention, and revealing health awareness can effectively increase purchase intention. (3) There is a significant positive correlation between customer satisfaction and purchase intention, indicating that product satisfaction can increase purchase intention. Suggestions: (1) Actively promote healthy food ingredients. (2) Strive to process and use local food ingredients. (3) Extensive research on different geographical subjects to build a domestic database of health-preserving ingredients and meals to cope with the coming super-senior society.