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研究生:陳巧宜
研究生(外文):Chiao-Yi Chen
論文名稱:牛肉麵消費行為及肉品品質影響之研究一、牛肉麵店、品質對消費行為之研究二、不同牛肉部位烹調和復熱方法對其品質影響之研究
論文名稱(外文):A study on the consumer behavior of beef noodle and meat quality.1.Effect of beef noodle store image and cooked beef quality on the consumer behavior.2.Effect of portion cuts of beef with different method of cooking and reheating on the quality of cooke
指導教授:林慧生林慧生引用關係
指導教授(外文):Hwei-Shen Lin
學位類別:碩士
校院名稱:中國文化大學
系所名稱:生活應用科學研究所
學門:民生學門
學類:生活應用科學學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:325
中文關鍵詞:商店印象牛肉麵店牛肉麵牛肉產品品質消費行為
外文關鍵詞:store image、beef noodle store、beef quality of beef noodle、consumer’ behavior
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牛肉麵即是牛肉和麵條組合而成的平民小吃,本研究旨在了解牛肉麵餐館消費者之商店印象與消費行為相關之情形。此外,牛肉麵之不同部位牛肉經紅燒或清燉烹調後比較其差異性亦值得進一步探討。
本研究擬藉由實證調查方法和實驗方法兩方面進行研究。調查方法以立意抽樣的方式,對台北市新式與傳統型態經營共8家牛肉麵餐館之消費者為研究對象,分別為402人和408人。研究工具包含「個人基本資料調查表」、「消費者對牛肉麵餐館商店形象的態度和滿意度量表」及「消費行為調查表」等三種量表。而實驗方法針對牛肉不同部位肉,條肉、前腿腱肉、板腱、和尚頭以兩種不同烹煮方法(紅燒和清燉)製備,並進行官能品評、物性和色澤測定,比較其差異性。此外以目前市面上牛肉麵餐館最常使用的部位分切肉:條肉,經紅燒烹調冷卻後,再經-20℃冷凍儲存7天後,探討不同復熱方法及其最佳條件復熱之牛肉麵牛肉產品品質,比較其品質之差異。本研究結果分別如下:
壹、問卷調查
一、 新式與傳統牛肉麵店之消費者對商店印象重視度,最重要的構面皆為「餐廳衛生」; 最滿意的構面皆為「牛肉產品品質」。
二、 新式型態經營牛肉麵餐館消費者之「商店印象」重視度會因為「教育程度」、「牛肉喜好程度」的不同而有顯著差異存在;傳統型態經營牛肉麵餐館消費者之「商店印象」重視度會因為「性別」、「教育程度」、「職業」、「牛肉喜好程度」、「麵食喜好程度」的不同而有顯著差異存在。
三、 新式型態經營牛肉麵餐館消費者之「商店印象」滿意度會因為「牛肉喜好程度」、「麵食喜好程度」的不同而有顯著差異存在;傳統型態經營牛肉麵餐館消費者之「商店印象」滿意度會因為「性別」「教育程度」「月收入」「牛肉喜好程度」、「麵食喜好程度」的不同而有顯著差異存在。
四、 新式和傳統型態經營牛肉麵餐館消費者行為會因「性別」「婚姻狀況」「年齡」「教育程度」、「職業」「月收入」「牛肉喜好程度」「麵食喜好程度」的不同而有顯著差異存在。
貳、牛肉麵牛肉產品品質評估
以紅燒、清燉烹調不同部位肉,發現皆以肋條肉其品評整體接受性最高,為7.23分和7.17分;所以由此推論肋條肉最適合作為牛肉麵之原料肉。在牛肉不同部位經由物性測定儀測定剪切值和質地特性描述分析可推測,消費者所喜愛之燉煮牛肉為具有嚼勁之口感但又不過於軟嫩之肋條肉質地。
紅燒牛肋條肉以對照組與三種復熱方式加熱之品評分數剪切值及質地特性描述分析方面皆無顯著差異。然而微波加熱,其方法較為省時且復熱方便,較能符合現代人的生活習慣。
Hunter L,a,b值測定結果,四種部位肉以紅燒和清燉烹調,兩種方法皆以條肉L值最高,紅燒和尚頭之a與b值最高;而清燉則以和尚頭和板腱之a值最高,板腱之b值最高。復熱之紅燒條肉其L,a,b值各組間皆無顯著差異。
Beef noodle, a common nosh combined by beef. However, studies related to beef noodle are still insufficient. The objectives of this research were to :(1) effect of the image to the consumers in the beef noodle stores, (2) understand consumer behavior, and (3) offer the comments to the owners of the store and relevant reagents. Four portion of meats and two cooked method of beef noodles was studied the affects. The purposive sampling is using in this research, we aware with the questionnaire on 402 and 408 consumers who had a meal on the 8 beef noodle stores of new-style and tradition-style business in Taipei. The questionnaires regarding the personal profile, the attitude and satisfaction on store image and the consumer behavior are used for this study. Therefor, the four different parts of meat (intercostals, fore-shank, knuckle and oyster blade) and two cooking methods (braising and stewing) was studied the affects on the taste quality by sensory evaluation, rheological analysis and Hunter L, a, b. Braised intercostals was kept at the temperature of freeze(-20ºC) and than thawing at 0~5 ºC. Thawed sample was reheated with three different cooking methods. Sensory evaluation and Rheological analysis was used for the quality detection in order to provide the best reheating condition.
The results and discussion:
First: questionnaire research
1. The store image of new-style and tradition-style, consumers paid most attention to the hygiene of restaurants; consumers were most satisfied with mouth feel of beef.
2. The new-style store image was significant attitude different due to consumers’ education and the flavor degree of beef.
3. The tradition-style store image was significant attitude difference due to consumers’ sex, education, occupation, the favor degree of beef, the favor degree of noodle.
4. The new-style store image was significant satisfied different due to consumers’ the flavor degree of beef and favor degree of noodle.
5. The tradition-style store image was significant satisfied difference due to consumer’ sex, education, the individual income, the favor degree of beef, the favor degree of noodle.
6. The consumers’ behavior of new-style and tradition-style store varied with sex, marital status, age, education, occupation, the individual income, the favor degree of beef and the favor degree of noodle.
Second: beef product of quality from beef noodle
Braised and stewed intercostals showed the highest overall score among four different parts of beef. Therefor the intercostals is most suitable raw meat for beef noodle. The rheological shear value and texture profile analysis of data indicated that the braised and stewed intercostals have just right mouth feel for the panelist.
The evaluation of flavor, tenderness, juiciness, color and overall impression of braised intercostals among control and three reheating group were indicated no significant difference. The shear value and texture profile analysis of date did not show different among groups. For the consumers’ convenient and time saving concerning, microwave re-heating method is better than the steam and gas re-heating.
The Hunter L, a, b value of the four different parts of meat was indicated the braising and stewing intercostals have the highest L values. Stewed knuckle has the highest a and b values. Braised oyster blade and knuckle have the highest a values the oyster blade has the highest b values. The L, a, b value of braised intercostals among control and three reheating group were indicated no significant difference.
第一章 緒論
第一節 研究動機 1
第二節 研究目的 3
第三節 研究問題 5
第四節 名詞解釋 6
第五節 研究範圍與對象 7
第二章 文獻探討
第一節 牛肉麵來源與種類之探討 9
第二節 牛肉麵店之定義與分類 12
第三節 商店形象及相關研究 17
第四節 牛肉產品品質探討 26
第五節 消費者態度之探討 42
第六節 消費者滿意度之探討 46
第七節 消費行為理論及相關研究 51
第三章 研究方法
第一節 研究架構與假設 61
第二節 研究工具(材料和方法) 63
第三節 抽樣方法 73
第四節 實施程序 77
第五節 統計分析方法 78
第六節 研究限制 80
第四章 研究結果與討論
第一節 新式型態經營牛肉麵店消費者之個人基本資料、商店印象與消費行為分析 81
第二節 新式型態經營牛肉麵店之商店印象重視度與滿意度分析 92
第三節 消費者在新式型態經營牛肉麵店之商店印象重視度之差異情形 101
第四節 消費者在新式型態經營牛肉麵店之商店印象滿意度之差異情形 111
第五節 新式型態經營牛肉麵店之消費者在消費行為之差異情形 120
第六節 新式型態經營牛肉麵店商店印象重視度與滿意度在消費行為之差異情形 137
第七節 傳統型態經營牛肉麵店消費者之個人基本資料、商店印象與消費行為分析 141
第八節 傳統型態經營牛肉麵店商店印象重視度與滿意度分析 152
第九節 消費者在傳統型態經營牛肉麵店之商店印象重視度之差異情形 160
第十節 消費者在傳統型態經營牛肉麵店之商店印象滿意度之差異情形 171
第十一節 傳統型態經營牛肉麵店之消費者在消費行為之差異情形 182
第十二節 傳統型態經營牛肉麵店之商店印象重視度與滿意度在消費行為之差異情形207
第十三節 新式與傳統型態經營牛肉麵店之個人基本資料、商店印象與消費行分析 213
第十四節 新式與傳統型態經營牛肉麵店之商店印象重視度與滿意度比較分析 224
第十五節 牛肉麵之牛肉品質特性評估 230
第五章 結果與建議
第一節 問卷結論 273
第二節 建議 295
第三節 牛肉麵中牛肉產品品質結論 297
參考文獻 300
附錄一 318
附錄二 322
附錄三 323
附錄四 324
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