本研究旨在透過視覺感官和口腔感官了解食物顏色影響外籍人士對台灣美食喜好。本研究以外籍人士和嘉義火雞肉為例，首先我們使用調查問卷來尋找適合本研究的受試者，共有104名受訪者表明意願參與;最後在感官品評實驗方面,共20名受試者（n = 20）參與，感官品評實驗設計包含兩個部份，第一部份為試吃前以視覺感官及評估食物喜愛度，受試者根據受試號碼掃描二維條碼，看到樣品照片及問卷題目，再根據直覺作答。第二部分為試吃後的口腔感官對食物喜愛度評估。試吃樣本包含四種不同顏色醃蘿蔔(黃色，白色，紅色，綠色)的嘉義火雞肉飯，結果如下[1]我們發現性別對外籍人士攝取嘉義火雞肉飯喜好有影響，男性對台灣食物的喜愛度高於女性，然而，受試者之地區、教育水平和年齡並不影響嘉義火雞肉飯的消費。[2]關於國外美食和國外旅遊經驗，我們發現去過11個國家以上的參與者對嘉義火雞肉攝食程度高。[3]試吃後的食物喜愛度比試吃前高[4]口腔感官試驗（試吃後）顯示食物顏色對於食物質地、食物風味、食物味道有顯著影響，綠色樣品在亮度的分數較其他組高。[5]針對食物喜好和食物質地和味道關係，結果顯示紅色組在甜度的分數最高。最後，我們得出結論，對於不熟悉食物的消費，影響因子是性別、外國食物和旅行經歷。食物顏色對不熟悉食物的攝取行為沒有影響，但食物顏色對食物質地與味道有顯著影響。
關鍵詞：食物顏色、視覺感官、口腔感官、不熟悉的食品消費、外籍人士、嘉義火雞肉飯

This study investigated how food appearance visual sense and oral sense impact Taiwanese food preference illustrated by expatriates and Chiayi turkey rice (CTR). We used survey and designed questionnaire to find suitable participants for this study. There were 104 respondents from our survey. The experiment involved to Block one and Block two. Four samples were prepared by distinct color of radish (yellow, white, red, green), Panels(n=20) sensory assessed food preference value and sensory value in the block 1 before tasting (visual sense) and block 2 after tasting (oral sense). It resulted 1) The reason of like and dislike on Taiwanese food both were flavor. The most favorite food and the least favorite have positively relationship. 2) On cultural background, we found effect of gender impacts CTR consumption, male group performed more likeness than female group. However, effects of participants origin, education level and age did not influence CTR consumption 3) Regarding foreign food experience and foreign travel experience, we found participants who traveled more than 11 countries had greater likeness on CTR consumption. 4) food preference value was greater on block 2 after tasting. It resulted significant difference between visual sense and oral sense. In addition, 5) oral sense (after tasting) influences food texture, food flavor, food taste. Moreover, 6) Perceived food flavor, texture, taste positively influence CTR consumption. Finally, we concluded that for Taiwanese food consumption, effects of unfamiliar food preference that performed different were gender, foreign food and travel experiences, visual / oral sense and sensory perceived impacted food taste, flavor and texture.
Keywords: food color, visual sense, oral sense, unfamiliar food consumption, expatriates, Chiayi turkey rice.

摘要 I
ABSTRACT II
CONTENTS III
TABLE LIST V
FIGURE LIST VI
APPENDIX LIST VII
1. INTRODUCTION 1
1.1 Research background and motivation 1
1.2 Research goal 1
1.3 Research question 2
2. LITERATURE REVIEW 3
2.1 The relationship between food and color 3
2.1.1 Color impacts 4
2.1.1.1 Color and taste 4
2.1.1.2 Food color and food industry 6
2.1.1.3 Tableware color 7
2.2 Color preference and age 8
2.3 Color and genetic difference 8
2.4 Color and culture 9
2.5 Expatriates with unfamiliar food 9
2.6 Chiayi turkey rice 10
2.6.1 Turkey meat 11
2.6.2 Radish 11
2.6.3 Rice 11
2.6.4 Soybean sauce 11
2.6.5 Deep fried sauce 12
3.RESEARCH HYPOTHESES 13
3.1 Research model 13
3.2 Hypotheses 13
4. RESEARCH METHODOLOGY 17
4.1 Experimental flowchart 17
4.2 Sensory assessment flowchart 18
4.3 Material 19
4.3.1 Chiayi turkey rice 19
4.4 Research design 19
4.4.1 Survey 20
4.4.1.1 Respondents 20
4.4.1.2 Questionnaire design 20
4.4.2 Sensory assessment 20
4.4.2.1 Participants 20
4.4.2.2 Questionnaire design 20
4.5 Data analysis 21
5. RESULTS AND DISCUSSION 22
5.1 Survey result 22
5.2 Sensory assessment result 22
5.2.1 Participant profile 22
5.2.2 Participant background and CTR consumption 22
5.2.3 Foreign food experience and CTR consumption23
5.2.4 Color appearance through visual sense (before
tasting) and CTR consumption 23
5.2.5 Color appearance through oral sense (after
tasting) and CTR consumption 24
5.2.6 Color appearance through visual sense (before
tasting) and food texture, food flavor, food
taste 24
5.2.7 Color appearance from oral sense (after
tasting) and food texture,
food flavor, food taste 25
5.2.8 Perceived food flavor, texture, taste
positively and CTR consumption 25
6. GENERAL DISCUSSION 27
6.1 Practical implications 27
6.2 Research limitations 27
6.3 Future studies 27
7. CONCLUSION 29
8. REFERENCE 30
9. APPENDIX 64

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