可食性油墨應用於咖啡圖案列印之滿意度研究

A Study on Satisfaction of Edible Ink in Coffee's Image Printing

彭郁晴；吳瑋庭；詹雨涵；陳濬煥

可食性油墨 ； 滿意度 ； 行銷理論 ； 產品 ； 消費者 ； 成本 ； edible ink ； satisfaction ； marketing theory ； product ； consumer ； cost

圖文傳播藝術學報

2024（2024 / 04 / 01）

44 - 55

繁體中文;英文

食品工業一直以來都在不斷尋求創新，以提供消費者更多新奇的飲食體驗。近年來，可食性油墨的應用引起了相當大的關注，因為它具有列印食品上的潛力。在台灣，可食性油墨的應用已擴展到烘焙業和咖啡業，但在咖啡圖案列印的消費者滿意度方面，尚未有相關研究。本研究的目的是探討台灣消費者對可食性油墨應用於咖啡圖案列印的滿意度，並分析行銷理論理論對滿意度的影響。根據行銷理論的消費者、產品、成本三個面向，分析其對滿意度的影響。本研究採用問卷調查法，以Neil Borden（1953）提出的行銷要素作構面分析。實驗方法採多元回歸法。以SPSS軟體做網路問卷調查。本研究發現，產品的外觀與消費者對產品產生的情感連結，皆會影響消費者滿意度。本研究結論本研究在使用行銷理論與滿意度文獻作分析時，忽略到設計滿意度構面題向，此為本研究較可惜的地方。建議將來研究者在做滿意度相關分析時，一定要記得設計滿意度題項，以作為問卷依變數使用。未來的研究方向建議可以分析期望失驗理論中的事後感知績效與期望構面之間的關係，相信會是相當有趣的研究。共勉之。

The food industry has always been looking for innovation to provide consumers with more novel eating experiences. In recent years, the application of edible inks has attracted considerable attention because of its potential for printing food. In Taiwan, the application of edible inks has been extended to the baking industry and coffee industry, but there has been no relevant research on consumer satisfaction with coffee pattern printing. The purpose of this study is to explore Taiwanese consumers' satisfaction with edible ink used in coffee pattern printing, and to analyze the impact of marketing theory on satisfaction. Based on the three aspects of marketing theory: consumers, products, and costs, the impact on satisfaction is analyzed. This study adopts the questionnaire survey method and uses the marketing elements proposed by Neil Borden (1953) for facet analysis. The experimental method adopts multiple regression method. Use SPSS software to conduct an online questionnaire survey.. This study foundthat both the appearance of a product and the emotional connection consumers have with the product affect consumer satisfaction. Conclusion of this study is that using marketing theory and questionnaire survey for analysis, this study ignored the design of questionnaire aspects, which is not suitable for this study. It is recommended that when doing questionnaire-related analysis in the future, we must remember to design the questionnaire items and use them in tables according to variables. Future research directions can analyze the relationship between the intensity of post hoc cognition and the expectancy aspects in the theory of lack of expectations. I believe it will be quite interesting research. Let's encourage each other.