根據 Kotler (1973)、Jain et al. (2013) 及 Vohs et al. (2013) 之研究，消費者之五感體驗以及儀式在消費過程中扮演著重要角色，而自2019年年底開始，全球遭受新型冠狀病毒肆虐，許多餐飲業業者紛紛不敵壓力而結束營業，反觀台灣米其林餐廳之訂位率居高不下，先前有學者研究發現，米其林餐廳具有高品質之物理環境 (Liu et al., 2015)，而物理環境包含其環境氛圍及服務模式；故本研究以米其林餐廳為研究對象，建構出餐飲業之物理環境五感體驗與儀式感量表，以米其林餐廳之評論內容作為初始題項，透過網路問卷發放，回收500份有效問卷，並以統計方法確認量表之信效度，最後建構「味覺與觸覺」、「聽覺」、「視覺」、「嗅覺」、「服務儀式」等五個構面，共20題題項之量表。本研究之量表有助於餐飲業業者審核餐廳之物理環境，並建立有效之服務流程，提升消費者對餐廳環境之五感體驗與儀式感。

According to Kotler (1973),Jain et al. (2013), and Vohs et al. (2013), five-sense experience and rituals play an important role in the consumers’ consumption process. Since the end of 2019, the world has been raged by COVID-19. Many catering companies cloud not overcome difficulties and go out of business. In contrast, the reservation rate of Taiwan Michelin restaurants remains high, and Liu et al. (2015) thought Michelin restaurants provide high quality of environment for consumers. This research constructed a five-sense experience and service ritual scale for the catering industry through Internet reviews of Michelin restaurants as the initial items, and distributed through online questionnaires. The reliability and validity of the scale were confirmed by statistical methods. Finally, we constructed a scale which includes 20 items, and classified into five factors: "taste and touch", "hearing", "sight", "smell" and "service ceremony". The scale of this research helps the catering industry to review the physical environment of the restaurant and establish an effective service process to enhance the five-sense experience and psychological perception of consumers.

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