設計費南雪：深度訪談與焦點團體之動態應用

Abstract

我國的餐飲業蓬勃發展，根據我國財政部資料指出，我國餐飲業之家數在過去5年呈現逐年增加的趨勢，年均成長率為4.15%。雖然餐飲業家數逐年增加，但經濟部中小企業處創業諮詢服務中心統計，一般民眾創業，一年內倒閉的機率高達90%，存活下來的10%中，又有90% 會在五年內倒閉，也就是說創業後並維持五年以上的僅僅只有1%。本研究對過往文獻進行探討，發現尚未有文獻針對「網路甜點店」此種餐飲業種進行創業關鍵因素的分析與探討，此外現有的文獻大多都是透過訪談，訪談後進行分析來歸納探討出關鍵成功因素，本研究在此基礎上更深入討論甜點產品設計，藉以描繪出真正可用於網路甜點店創業之產品。本研究透過回顧餐飲業創業關鍵成功因素，設計出訪談大綱，並使用立意抽樣法選取5名具代表性的的網路甜點店創業者，對這些創業者進行第一階段的半結構式訪談。並邀請3位專家學者歸納出網路甜點店之創業關鍵成功因素。之後針對第一階段探討出的創業關鍵成功因素進行第二階段的焦點團體訪談，焦點團體訪談邀請4位餐飲產業從業人員與2位網路甜點店常態消費者，並在焦點團體訪談討論出一項適合販售於網路甜點店的甜點產品進行實作，在實作後邀請10名專家進行試吃並以問卷調查該產品是否符合創業關鍵成功因素。本研究共整理出45個類別，並根據其中6個類別設計出焦點團體訪談之題項。最後設計出不同口味的費南雪搭配抹醬與特殊口味的費南雪等兩種甜點產品，提供給未來想透過網路甜點店創業者作為建議。

The catering industry in our country has been thriving. According to data from the Ministry of Finance,ROC, the number of catering establishments in our country has been increasing steadily over the past five years, with an average annual growth rate of 4.15%. Despite the increasing number of catering establishments, statistics from the Small and Medium Enterprise Administration of the Ministry of Economic Affairs indicate that the probability of closure within one year for general entrepreneurs is as high as 90%. Among the 10% that survive, 90% are likely to close within five years. In other words, only 1% of entrepreneurs are able to sustain their businesses for more than five years. Through a review of existing literature, this study found that there is currently no research specifically analyzing and discussing the key factors for entrepreneurship in the"online dessert shop" sector of the catering industry. Additionally, most existing literature relies on interviews and subsequent analysis to identify key success factors. Building upon this foundation, this study aims to delve deeper into the discussion of dessert product design, in order to depict products that are truly applicable to the entrepreneurial endeavors of online dessert shops. This study designed an interview outline based on a review of the key success factors for entrepreneurshipin the catering industry. Using purposive sampling, five representative entrepreneurs from online dessert shops were selected to undergo the first phase of semi-structured interviews. Three expert scholars were invited to summarize the key success factors for entrepreneurship in online dessert shops. Subsequently, the identified entrepreneurial key success factors from the first phase were further investigated through a second phase of focus group interviews. Four professionals from the catering industry and two regular consumers of online dessert shops were invited to participate in the focus group interviews. During these interviews, a dessert product suitable for sale in online dessert shops was discussed and chosen for implementation.Following the focus group discussions, the selected dessert product underwent a practical phase. Ten experts were invited to taste and evaluate the product's alignment with the key success factors for entrepreneurship through a questionnaire survey. Throughout the study, a total of 45 categories were compiled, and based on six of these categories, the topics for the focus group interviews were designed.Ultimately, this research resulted in the design of two dessert products: various flavors of " Financier" paired with sauce and special flavors of " Financier" These products are intended to serve as recommendations for future entrepreneurs interested in starting an online dessert shop.