知覺自然度對情緒體驗、景觀偏好與飲食體驗 之影響：以在戶外景觀餐廳飲茶為情境

Abstract

飲食體驗以多種感官體驗之特殊情境，對食品的評價不僅是受味覺影響，也受環境、情緒等影響。餐廳環境即屬於飲食環境的一種，戶外環境亦為用餐體驗相當重要的環節，且可周邊景觀與植栽來營造氛圍，而知覺自然度為景觀知覺之一。但目前尚無戶外景觀餐廳環境感知研究以飲食體驗為情境。因台北市貓空地區之戶外景觀餐廳之自然與茶的連結，以及可使用現地自然資源營造環境氛圍，為合適探究知覺自然度與飲食體驗之情境。因此，本研究的研究背景將設定為貓空戶外景觀餐廳，探討不同知覺自然度對情緒體驗、景觀偏好、飲食體驗與願付額外價格之影響。並利用沉浸式虛擬實境以配合視覺與聽覺之情境沉浸體驗進行實驗，以及品評貓空特產茶作為味覺體驗。 研究結果指出，當受試者於情境為戶外景觀餐廳飲茶時，除了驗證知覺自然度顯著影響情緒體驗、景觀偏好，但其關係呈曲線；情緒體驗與景觀偏好則呈顯著正相關。知覺自然度、情緒體驗與景觀偏好亦顯著影響飲食體驗；且知覺自然度與味覺感知中之甘醇度呈顯著影響關係。進一步進行檢驗，亦發現正向情緒體驗與環境氛圍、愉悅度關係受景觀偏好部分中介。而在消費方面，景觀偏好、飲食體驗之環境氛圍、愉悅度與願付額外價格呈顯著影響關係。 由研究結果可知，當環境背景為戶外餐飲環境無過於人工或過於自然之環境，即知覺自然度適中狀態能營造較佳的環境氣氛並進而提升飲食體驗。可知人較傾向人為且以自然元素佈置營造氛圍的環境。且環境亦影響味覺的感知，在越為自然的環境中所品評的茶甘醇度越高。原因推測為人們在飲茶時因茶本身屬性或意象聯想與自然有所連結，使環境之自然程度與品評樣品的甘醇度間具有一致性。若喚起越多正向情緒進而提升對景觀的偏好與飲食體驗，因此在整頓環境與環境人工化以避免負向情緒產生的同時，營造能喚起正向情緒之景觀將為主要目標。而在此環境情境中，亦較期望或重視在其中的體驗。因此比起對品嚐食物的喜好，提升飲食環境的氛圍營造更能提高消費面向的願付額外價格。研究貢獻除了在學術方面提供環境心理學作為參考，在實務方面亦可提戶外景觀餐廳業者在環境氣氛營造與食品品評領域之環境影響方面作為參考。

Dining experience is a special situation of multi-sensory experience. The evaluation of food is not only affected by taste, but also affected by environment and emotion. The restaurant environment is a kind of food environment, and the outdoor environment is also a very important part of the dining experience, and the surrounding landscape and plants can be used to create the atmosphere, and the perceived naturalness is one of the landscape perceptions. However, there is no research on the environmental perception of outdoor landscape restaurants with the dining experience as the context. Because of the connection between nature and tea in the outdoor landscape restaurant in Maokong District of Taipei City, and the use of local natural resources to create an environment, it is a suitable situation for exploring the perception of naturalness and food experience. Therefore, the research background of this study will be set as Maokong outdoor landscape restaurant, to explore the influence of different perceived naturalness on emotional experience, landscape preference, dining experience and willingness to pay extra price. And use the immersive virtual reality to conduct experiments with the visual and auditory situational immersion experience, and taste Maokong specialty tea as a taste experience. The results of the study pointed out that when the subjects were drinking tea in an outdoor landscape restaurant, in addition to verifying that perceptual naturalness significantly affected emotional experience and landscape preference, the relationship was in a curve; emotional experience and landscape preference were significantly positively correlated. Perceived naturalness, emotional experience and landscape preference also significantly affect dining experience; and perceptual naturalness has a significant impact relationship with sweet aftertaste in tea sensory evaluation. After further inspection, it was also found that the relationship between positive emotional experience, environmental atmosphere, and pleasure was partially mediated by landscape preference. In terms of consumption, landscape preference, the environment and atmosphere of dining experience, pleasure and willingness to pay a price premium have a significant impact relationship. It can be seen from the research results that when the environmental background is an outdoor dining environment that is not too artificial or too natural, that is, the state of moderate perceived naturalness can create a better environment and improve the dining experience. It can be seen that people tend to prefer artificial environments with natural elements to create an atmosphere. And the environment also affects the perception of taste. The more natural the environment, the higher the tea's sweet aftertaste. The reason is presumed to be that when people drink tea, they are connected with nature due to the attributes of tea itself or image associations, which makes the naturalness of the environment consistent with the sweet aftertaste of the tasting samples. If more positive emotions are aroused, the preference for landscape and dining experience will be enhanced. Therefore, while rectifying and artificializing the environment to avoid negative emotions, creating landscapes that can arouse positive emotions will be the main goal. And in this environment, the experience in it is expected or valued more. Therefore, compared with the preference for tasting food, improving the atmosphere of the dining environment can increase the willingness to pay extra price for consumption. The research contribution not only provides environmental psychology as a reference in the academic aspect, but also provides a reference for outdoor landscape restaurant operators in terms of environmental atmosphere creation and food evaluation in terms of environmental impact in the field of practice.