Sensory Experience at Farm-to-Table Events (SEFTE): conceptualization and scale development

ABSTRACT

Based on sensory marketing, this study developed a scale for sensory experience at farm-to-table events (SEFTE). In Study 1, we extracted 254 statements from in-depth interviews and narrowed down the statements into 38 items. Then, we collected responses from farm-to-table events to verify SEFTE in Studies 2 and 3. In Study 2, we conducted both exploratory structural equation modeling (ESEM) and confirmatory factor analysis (CFA), resulting in a 34-item eight-construct model for SEFTE. The eight constructs include (1) attractiveness of the dining environment, (2) food presentation, (3) ambient sound, (4) server’s warm greetings, (5) touch of the dining environment, (6) smell and taste of the cuisine, (7) food healthiness, and (8) ambient aroma. In Study 3, we replicated our findings using the 34-item version SEFTE and found appropriate fit indices and criterion-related validity with customer satisfaction, customer loyalty, place intimacy, and place passion.

根據感官行銷，本研究針對稻田餐桌宴會的感官體驗(SEFTE)發展了一套量表。在研究一，我們從深度訪談中萃取了254個敘述句, 並進一步彙整為38個題項。接著, 我們從稻田餐桌宴會進行問卷收集, 供研究二與研究三進行進一步的驗證。在研究二, 我們執行探索性結構方程模式(ESEM)與驗證性因素分析(CFA), 得到了擁有34個題項、八個構面的SEFTE。這八個構面包含(1)餐宴環境的吸引性、(2)食物擺設、(3)會場的音響、(4)服務生溫暖的款待、(5)宴會環境的觸感、(6)菜餚的氣味與味道、(7)食物的健康程度、(8)會場的氣味。在研究三, 我們將這個34題的SEFTE再次進行驗證, 獲得適配值, 以及和顧客滿意、顧客忠誠、產地相親、產地熱情的校標關聯效度。