近年來，旅遊業在經濟結構被視為是重要的行業，並且在許多國家的經濟中具有快速增長。爲了在旅遊業發展中能利用美食的 優勢，許多國內旅遊公司已經開始為遊客建立美食旅遊。另外，因為各種原因越南人住在世界上許多國家的人數越來越增加。當他們進入新的國家,他們必須融入那個國家的社會,文化與生活之中。並且，他們也帶來自己文化的特色,尤其是美食文化，介紹給國際朋友，使他們的食物選擇更加多樣化。因此，本研究主要瞭解消費者對越南美食接受度以及他們是否願意為越南美食宣傳積極的訊息。
  本研究將消費者已嘗試過越南美食做為研究對象。問卷調查總共611份，有效問卷共581份，有效率95%，以SPSS 與AMOS 20.0進行分析。研究結果如下：一、食物選擇的道德關懷影響功能價值；二、功能價值與情感價值對商店形象有正向影響；三、商店形象對消費者的口碑顯著正向影響；四、功能價值與情感價值可直接與間接影響消費者口碑。最後，本研究綜合研究結果，提出管理意涵、研究限制並對後續研究者提出建議。

In recent years, tourism has been regarded as an important industry in the economic structure and has grown rapidly in the economies of many countries. In the development of tourism, taking advantage of local cuisine, many domestic travel companies have begun to plan "food tours" for tourists. For example, take tourists to the market to pick ingredients and take a cooking class (for half a day or a whole day). Or, according to the requirements of tourists, take them to well-known restaurants to taste delicious food. In addition, for various reasons, the number of Vietnamese people scattered around the world is increasing. When they enter a new country, they not only integrate into the society, culture and life of that country, but also bring their own culture in, especially the food culture. This makes the food choices of the local population more diverse. Therefore, the main purpose of this study is to understand consumer acceptance of Vietnamese cuisines and whether consumers are willing to actively promote Vietnamese cuisines.
  This study uses paper and online questionnaires and targets consumers who have already tried Vietnamese food. A total of 611 questionnaire surveys, 581 valid questionnaires, the effective response rate is 95%. Analysis was performed with SPSS software and AMOS 20.0. The research results are as follows: 1. Moral care for food affects functional value; 2. Functional value and emotional value have a significant positive impact on the image of the store; 3. Store image has a positive impact on consumer word of mouth; 4. Functional value and emotional value can directly and indirectly affect consumer word of mouth. At last, this research synthesizes the research results, puts forward management implications, research limitations, and gives suggestions to the follow-up researchers.

目錄

第一章緒論	1
1.1研究背景與動機1
1.2越南美食文化	4
1.3研究目的	6
1.4 研究流程	7
第二章 文獻探討	8
2.1 食物選擇	8
2.1.1健康	9
2.1.2便利性	10
2.1.3感官知覺	11
2.1.4天然成分	12
2.1.5價格	13
2.1.6控制體重	14
2.1.7熟悉度	14
2.1.8道德關懷	15
2.2 功能價值	16
2.3 情感價值	17
2.4 商店形象	18
2.5 口碑	19
第三章 研究方法	20
3.1研究架構	20
3.2研究假設	22
3.3研究變數、問卷各構面定義與問卷設計	31
3.4研究對象與抽樣方式	33
3.5資料分析方法	34
第四章 研究結果	36
4.1樣本結構分析	36
4.1.1性別	36
4.1.2年齡	36
4.1.3教育程度	36
4.1.4國際	37
4.1.5個人月收入(台幣)	37
4.1.6獲得資訊的管道	37
  4.2測量模型	39
4.2.1單一構面變數適宜性檢視	39
  4.2.2全體構面的驗證性因素分析的適配度	39
4.2.3信效度分析	40
4.3區別效度分析(Validity Analysis)	42
4.4結構模型	42
    4.4.1配適度分析	43
    4.4.2假設檢定	44
第五章 結論與建議	47
5.1結論與討論	47
5.2管理意涵	49
5.3研究限制	49
5.4後續研究建議	50
文獻	51
中文	51
英文	51
網路部分	64
附錄 正式問卷	66
個人基本資料	70

表目錄

表 1.1 消費者對成分的關注	2
表 1.2影響消費者選擇餐廳的因素	3
表 1.3消費者的點餐依據	4
表 3.1 問卷各構面定義	31
表 3.2 問卷各構面下各變數之題項與來源	32
表 3.3 模型配適度指標建議	35
表 4.1受訪者基本資料	38
表 4.2 驗證性因素分析指標	39
表4.3 各變數之信度分析結果	41
表 4.4 區別效度分析結果	42
表 4.5 結構模型整體配適指標	43
表 4.6假設檢定結果	44

圖目錄

圖 1.1 研究流程	7
圖 3.1 研究架構圖	21
圖 4.1假設檢定結果	45

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網路部分
1.公民精神，發展越南美食旅遊（2019）。取自
https://www.nhandan.com.vn/du-lich/dien-dan/item/41990902-phat-trien-du-lich-am-thuc-viet-nam.html?fbclid=IwAR1BndJMxVX0k222yRorX8dhVYfUwJUAC5u3jx5wIujIt4pRo0vh3slLf8c
2.金融雜志，食品行業的消費趨勢（2018）。取自
http://tapchitaichinh.vn/tai-chinh-gia-dinh/xu-the-tieu-dung-trong-nganh-thuc-pham-do-uong-145737.html?fbclid=IwAR3uYLyaS9B0capTrpiZhgg6qB2Pm3FgAFBK5rRVrKgQesu7asptE-UozUE
3.青年報，越南美食連結世界（2018）。取自
https://thanhnien.vn/doi-song/am-thuc-viet-ket-noi-the-gioi-921303.html
4.越南品牌，Healthy Eating（2017）。取自
https://www.brandsvietnam.com/congdong/topic/8383-Healthy-Eating-Lan-song-thay-doi-trong-thoi-quen-an-uong-cua-nguoi-tieu-dung-Viet?fbclid=IwAR0frMSgmOEkEtZjeRMzwYCzL9FgQQza66_v13AqjAEFkjKzWi3QC3lc1VU