BA (HONS) BUSINESS MANAGEMENT COURSE
BA（荣誉）商务管理课程

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Abstract
摘要

This study explores the cognitive and acceptance levels of Chinese consumers towards Singapore's multicultural cuisine, aiming to analyze the key factors influencing acceptance behavior in cross-cultural food consumption. Singaporean cuisine combines cultural elements such as Chinese, Malay, Indian, and Peranakan, and has unique cultural symbolic significance. However, despite the increasing international exposure of Singaporean cuisine, empirical research on its acceptance in the Chinese market is still relatively scarce.
本研究探讨了中国消费者对新加坡多元文化美食的认知和接受程度，旨在分析影响跨文化食品消费接受行为的关键因素。新加坡美食融合了如中国、马来、印度和娘惹等文化元素，具有独特的文化象征意义。然而，尽管新加坡美食的国际知名度日益提高，但关于其在华市场接受度的实证研究仍然相对匮乏。

This study adopts a positivist research philosophy and quantitative research methods and distributes structured questionnaires through social media platforms to collect effective sample data from 107 Chinese consumers. The study found that dishes containing Chinese elements (such as Hainanese chicken rice) had high recognition and acceptance, while dishes with strong foreign flavors had certain obstacles in taste adaptation. Cultural familiarity, perceived value, and the impact of social media are the main factors that affect willingness to accept, especially social platforms such as Xiaohongshu and Tiktok play the most significant role in guiding consumption decisions.
本研究采用实证主义研究哲学和定量研究方法，通过社交媒体平台发放结构化问卷，从 107 名中国消费者中收集有效样本数据。研究发现，含有中国元素（如海南鸡饭）的菜肴具有较高的认知度和接受度，而具有强烈异国风味的菜肴在口味适应上存在一定障碍。文化熟悉度、感知价值和社交媒体的影响是影响接受意愿的主要因素，尤其是小红书和抖音等社交平台在引导消费决策中发挥着最显著的作用。

This study proposes a new perspective on the tension between familiarity and exoticism in cross-cultural consumer behavior theory, expanding the theoretical boundaries of cultural integration-based dietary acceptance mechanisms. At the same time, it also provides a practical and feasible localization promotion strategy for Singaporean catering brands to enter the Chinese market. Future research suggests expanding the sample coverage and introducing qualitative methods such as in-depth interviews to delve deeper into the motivational mechanisms behind consumer behavior.
本研究从熟悉与异国情调之间的张力角度，为跨文化消费者行为理论提供了一个新的视角，拓展了基于文化融合的饮食接受机制的理论边界。同时，它也为新加坡餐饮品牌进入中国市场提供了一种实用可行的本地化推广策略。未来研究建议扩大样本覆盖范围，并引入深度访谈等定性方法，深入探究消费者行为背后的动机机制。

Table of contents
目录

Abstract 2
摘要 2

1.Introduction 6
1.引言 6

1.1 Research Background 6
1.1 研究背景 6

1.2 Research Problem 6
1.2 研究问题 6

1.3 Research Aim 6
1.3 研究目的 6

1.4 Research Objectives 6
1.4 研究目标 6

1.5 Research Question 7
1.5 研究问题 7

1.6 Research Significance 7
1.6 研究意义 7

2.Literature Review 7
2.文献综述 7

2.1 Key Concepts and Importance 7
2.1 关键概念与重要性 7

2.2 Relevant Factors and Their Impact 8
2.2 相关因素及其影响 8

2.2.1 cultural familiarity 8
2.2.1 文化熟悉度 8

2.2.2 Taste preference 8
2.2.2 味觉偏好 8

2.2.3 Perceived Value 8
2.2.3 感知价值 8

2.2.4Media and Social Influence 9
2.2.4 媒体与社会影响 9

2.3 Theoretical Framework 9
2.3 理论框架 9

2.3.1 Cultural Acceptance Model 9
2.3.1 文化接受模型 9

2.3.2 Perceived Value Theory 9
2.3.2 感知价值理论 9

2.3.3 Cross-cultural Consumer Behavior Theory 10
2.3.3 跨文化消费者行为理论 10

2.3.4 Cultural Heterogeneity Theory 10
2.3.4 文化异质性理论 10

2.4 Literature Review Conclusion 10
2.4 文献综述结论 10

3.Research Methodology 11
3. 研究方法 11

3.1 Research Philosophy 11
3.1 研究哲学 11

3.2 Research Approach 11
3.2 研究方法 11

3.3. Research Choice 11
3.3 研究选择 11

3.4. Research Strategy 12
3.4 研究策略 12

3.5. Sampling Technique 12
3.5. 采样技术 12

3.6. Data Analysis 12
3.6. 数据分析 12

3.7. Ethical Considerations 13
3.7. 伦理考量 13

4. Findings/Results 13
4. 研究结果 13

4.1 Basic information of respondents 13
4.1 受访者基本信息 13

4.2 Understanding and exposure channels of Singaporean cuisine 14
4.2 新加坡美食的理解与接触渠道 14

4.3 Familiarity with representative dishes 14
4.3 对代表性菜肴的熟悉程度 14

4.4 Evaluation of Various Dimensions of Cuisine 15
4.4 对美食各维度的评价 15

4.5 Acceptance intention and recommendation intention 15
4.5 接受意愿和推荐意愿 15

4.6 Main Factors Affecting Acceptance 16
4.6 主要影响因素 16

4.7 Open-ended Question Analysis (Q13 and Q14) 16
4.7 开放式问题分析（Q13 和 Q14） 16

5. Discussion 17
5. 讨论 17

5.1 Compatibility with Cultural Acceptance Models 17
5.1 与文化接受模型的兼容性 17

5.2 The Influence of Perceived Value on Sensitivity 18
5.2 感知价值对敏感性的影响 18

5.3 Reflection of Cross cultural Consumer Behavior Model 19
5.3 跨文化消费者行为模型的体现 19

5.4 Cultural Heterogeneity and Practical Manifestations of the 'Third Space' 20
5.4 文化异质性与“第三空间”的实践表现 20

5.5 Unexpected Discoveries and Implications 20
5.5 意想不到的发现及其意义 20

5.6 Theoretical and practical significance 21
5.6 理论和实践意义 21

5.6.1 Theoretical contribution 21
5.6.1 理论贡献 21

5.6.2 Practical insights 21
5.6.2 实践见解 21

6.Conclusion 21
6.结论 21

6.1 Review and Implementation of Research Objectives 21
6.1 研究目标的回顾与实施 21

6.2 Summary of Core Discoveries 22
6.2 核心发现总结 22

6.3 Research Contributions 22
6.3 研究贡献 22

6.4 Limitations and Future Research Directions 23
6.4 局限性与未来研究方向 23

6.5 Conclusion 23
6.5 结论 23

7.References 25
7.参考文献 25

8.Appendices 26
8.附录 26

8.1 Reflection 26
8.1 反思 26

8.1.1Academic growth and ability enhancement 26
8.1.1 学术成长和能力提升 26

8.1.2 Challenges and coping strategies faced 26
8.1.2 面临的挑战与应对策略 26

8.1.3 Self evaluation of methodology 27
8.1.3 对研究方法的自我评价 27

8.1.4 Personal growth and career inspiration 27
8.1.4 个人成长与职业灵感 27

8.2 Questionnaire 27
8.2 问卷 27

8.3 Ethics checklist 27
8.3 道德检查清单 27

8.4 Frequency Table of Survey Questionnaire Results 31
8.4 调查问卷结果频率表 31

1.Introduction
1. 引言

Research Background
研究背景

Singapore is a country known for its multiculturalism, where its cuisine blends the culinary traditions of ethnic groups such as Chinese, Malay, Indian, and Peranakan, forming a unique and rich culinary cultural landscape. In recent years, with the development of globalization and the rise of international tourism, the popularity of Singaporean cuisine has been continuously increasing internationally, attracting many tourists including those from China. China is not only an important tourist source country for Singapore, but its consumers' awareness and acceptance of Singaporean cuisine also to some extent affect the development prospects of Singapore's catering industry in China. At the same time, as a carrier of cultural exchange, food plays a crucial role in promoting Singapore's multicultural image. However, systematic research on Chinese customers' attitudes towards Singapore's multicultural cuisine is still limited, and relevant data is insufficient. Empirical research is still needed to fill the gap in this field.
新加坡是一个以多元文化著称的国家，其美食融合了华人、马来人、印度人和娘惹等族群的烹饪传统，形成了独特而丰富的美食文化景观。近年来，随着全球化和国际旅游的发展，新加坡美食的知名度持续提升，吸引了包括中国游客在内的众多游客。中国不仅是新加坡的重要客源国，其消费者对新加坡美食的认知和接受程度也在一定程度上影响着新加坡餐饮业在中国的發展前景。同时，作为文化交流的载体，食物在推广新加坡多元文化形象方面发挥着重要作用。然而，关于中国消费者对新加坡多元文化美食态度的系统性研究仍然有限，相关数据也不足。该领域仍需实证研究来填补空白。

Research Problem
研究问题

Although Singaporean cuisine has a certain influence on the international stage and its cross-cultural dissemination is also on the rise in the Chinese market, research on how Chinese customers perceive, accept, and evaluate this multicultural cuisine is still relatively scarce. The lack of theoretical support and data foundation not only limits the dissemination efficiency of its food culture but also hinders the localization promotion of related catering and tourism industries in China. Therefore, in-depth analysis of Chinese customers' attitudes and influencing factors towards Singaporean cuisine has important practical value and academic significance.
尽管新加坡菜在国际舞台上具有一定影响力，其跨文化传播在中国市场也日益增长，但关于中国消费者如何感知、接受和评价这种多元文化菜系的研究仍然相对匮乏。理论支持和数据基础的缺失不仅限制了其饮食文化的传播效率，也阻碍了中国相关餐饮和旅游产业的本土化推广。因此，深入分析中国消费者对新加坡菜的态度及其影响因素，具有重要的实践价值和学术意义。

Research Aim
研究目的

This study aims to explore the cognition, acceptance level, and main influencing factors of Chinese customers towards Singapore's multicultural cuisine, to reveal their cross-cultural consumption behavior, and to provide theoretical support and practical reference for the effective dissemination of Singapore's culinary culture in China.
本研究旨在探索中国消费者对新加坡多元文化菜系的认知、接受程度和主要影响因素，揭示其跨文化消费行为，并为新加坡菜系在中国有效传播提供理论支持和实践参考。

Research Objectives
研究目标

1.Understand Chinese customers' perception and overall attitude towards Singapore's multicultural cuisine.
1. 了解中国顾客对新加坡多元文化美食的认知和总体态度。

2. Analyze the main factors influencing Chinese customers' acceptance of Singaporean cuisine.
2. 分析影响中国顾客接受新加坡美食的主要因素。

1.5 Research Question
1.5 研究问题

1.How do Chinese customers perceive Singapore's multicultural cuisine and its cultural background?
1. 中国顾客如何看待新加坡的多元文化美食及其文化背景？

2. What factors affect Chinese customers' acceptance and preference for Singaporean cuisine?
2. 哪些因素影响中国顾客对新加坡菜的接受度和偏好？

1.6 Research Significance
1.6 研究意义

This study will enrich the theoretical system of cross-cultural dietary acceptance and expand the field of dietary research in the context of cultural consumption and globalization. At the same time, the research results will also provide empirical evidence for the brand positioning and communication strategies of Singaporean catering brands in the Chinese market, enhance the accuracy and effectiveness of cultural output, and further promote the exchange and understanding of food culture between China and Singapore.
本研究将丰富跨文化饮食接受的理论体系，拓展文化消费和全球化背景下的饮食研究领域。同时，研究成果也将为新加坡餐饮品牌在中国市场的品牌定位和沟通策略提供实证依据，提升文化输出的精准度和有效性，进一步促进中新两国的饮食文化交流与理解。

2.Literature Review
2. 文献综述

2.1 Key Concepts and Importance
2.1 关键概念与重要性

Singaporean cuisine embodies the essence of its multicultural heritage, blending the culinary traditions of Chinese, Malay, Indian, and Peranakan communities. This cultural fusion not only makes Singaporean cuisine diverse in flavor, but also makes it an important representative of cross-cultural communication. Food is not only a basic physiological need, but also carries cultural functions such as ethnic cultural identity (Mintz&Du Bois, 2002), social communication, and identity construction (Fischler, 1988).
新加坡美食体现了其多元文化的精髓，融合了华族、马来族、印度族和娘惹族的烹饪传统。这种文化融合不仅使新加坡美食在风味上多样化，也使其成为跨文化交流的重要代表。食物不仅是基本的生理需求，还承载着民族文化认同（Mintz&Du Bois, 2002）、社会交流和文化认同建构（Fischler, 1988）等文化功能。

For Chinese customers, although some Singaporean dishes are derived from Chinese traditions, the flavors, spice usage, and cooking methods presented in a diverse and integrated context often have a sense of exoticism. This tension of being both familiar and unfamiliar reflects the so-called cultural hybridity (Bhabha, 1994) and may affect customer acceptance. Ibrahim (2011) pointed out that the mixed food culture formed in the Singapore Malaysia region can stimulate the exploratory interest of foreign customers, while also challenging their existing taste habits and cultural identity. Understanding this cultural tension can help reveal the psychological mechanisms and behavioral responses of Chinese customers when facing foreign cuisine (Heldke, 2003).
对于中国顾客而言，尽管一些新加坡菜肴源自中国传统，但在多元融合的语境下呈现的风味、香料使用和烹饪方法往往带有异国情调。这种既熟悉又陌生的张力反映了所谓的文化杂糅性（Bhabha，1994），并可能影响顾客的接受度。Ibrahim（2011）指出，新加坡马来西亚地区形成的混合饮食文化能够激发外国顾客的探索兴趣，同时挑战他们既有的口味习惯和文化认同。理解这种文化张力有助于揭示中国顾客在面对异国料理时的心理机制和行为反应（Heldke，2003）。

Studying Chinese customers' perceptions of Singaporean cuisine can not only explain their consumption behavior but also provide theoretical support for the promotion of cross-cultural catering brands in the Chinese market.
研究中国顾客对新加坡菜系的认知，不仅能够解释他们的消费行为，还能为跨文化餐饮品牌在中国市场的推广提供理论支持。

2.2 Relevant Factors and Their Impact
2.2 相关因素及其影响

The key factors influencing Chinese customers' acceptance of Singapore's multicultural cuisine include:
影响中国顾客接受新加坡多元文化菜肴的关键因素包括：

2.2.1 cultural familiarity
2.2.1 文化熟悉度

The level of understanding of Singaporean culture by customers will affect their open attitude towards food. Research has shown that the higher the cultural proximity, the smaller the acceptance barriers (Sharma et al., 1995). In dietary consumption, cultural identity can enhance customers' sense of closeness and willingness to try (Liu et al., 2015).
顾客对新加坡文化的理解程度会影响他们对食物的开放态度。研究表明，文化距离越近，接受障碍越小（Sharma 等，1995）。在饮食消费中，文化认同可以增强顾客的亲近感和尝试意愿（Liu 等，2015）。

2.2.2 Taste preference
2.2.2 味觉偏好

Taste is a highly cultural experience (Rozin, 1996). Chinese cuisine is usually light, delicious, or heavy in oil and salt, while elements such as coconut milk, spices, and spiciness in Singaporean cuisine may cause adaptation barriers. Prescott (1998) found through cross-cultural experiments that there is a high degree of coupling between the taste characteristics of food and cultural background, and the farther away the culture, the higher the cost of taste adaptation.
味觉是一种高度文化化的体验（Rozin，1996）。中国菜通常清淡可口或油重盐多，而新加坡菜中的椰浆、香料和辣味等元素可能会造成适应障碍。Prescott（1998）通过跨文化实验发现，食物的味觉特征与文化背景之间有高度耦合性，文化距离越远，味觉适应成本越高。

2.2.3 Perceived Value
2.2.3 感知价值

Zeithaml (1988) believes that consumers' perceived value is based on a comprehensive evaluation of product functionality, price, and symbolic meaning. In the field of catering, Kim et al. (2009) found that tourists consider the novelty, cultural significance, and health factors when choosing foreign cuisine. Especially in the Chinese market, Seo et al. (2021) found that "familiarity" and national image directly affect consumers' perceived value and purchasing attitude toward foreign cuisine.
Zeithaml (1988) 认为消费者的感知价值基于对产品功能、价格和象征意义的综合评估。在餐饮领域，Kim 等人 (2009) 发现游客在选择外国菜系时会考虑新颖性、文化意义和健康因素。特别是在中国市场，Seo 等人 (2021) 发现“熟悉度”和国家形象会直接影响消费者对外国菜系的感知价值和购买态度。

In addition, dimensions based on perception also affect food acceptance willingness, such as the appearance of food (aesthetic value), the environment in which it is located (situational value), and culturally relevant cognition (cognitive value). Research has shown that these perceived factors are significantly positively correlated with consumer behavioral intentions.（Sheth et al., 1991；Zeithaml, 1988）
此外，基于感知的维度也会影响食物接受意愿，例如食物的外观（审美价值）、食物所在的环境（情境价值）以及与文化相关的认知（认知价值）。研究表明，这些感知因素与消费者的行为意图显著正相关。（Sheth 等人，1991；Zeithaml，1988）

2.2.4Media and Social Influence
2.2.4 媒体和社会影响

Social media platforms such as Douyin and Xiaohongshu, as well as UGC content, play a positive role in enhancing customer interest and increasing trust (Lee&Kim, 2020); Travel bloggers and celebrity recommendations can also effectively influence consumers' trial behavior (Kang&Namkung, 2019).
抖音和小红书等社交媒体平台，以及用户生成内容，在提升顾客兴趣和增强信任方面发挥着积极作用（Lee & Kim, 2020）；旅行博主和名人推荐也能有效影响消费者的试用行为（Kang & Namkung, 2019）。

These factors are intertwined and jointly influence customers' behavioral paths during the exposure, cognition, evaluation, and acceptance of Singaporean cuisine.
这些因素相互交织，共同影响顾客在接触、认知、评估和接受新加坡美食过程中的行为路径。

2.3 Theoretical Framework
2.3 理论框架

This study integrates multiple theoretical perspectives and systematically analyzes the cross-cultural acceptance mechanism of Chinese customers toward Singaporean cuisine:
本研究整合了多种理论视角，系统地分析了中国顾客对新加坡美食的跨文化接受机制：

2.3.1 Cultural Acceptance Model
2.3.1 文化接受模型

Based on Hofstede's (2001) cultural dimension theory, this model suggests that the smaller the cultural distance, the more likely customers are to accept the cultural product. The Chinese elements in Singaporean cuisine may reduce cultural distance and bring familiarity, while Malay and Indian elements may exacerbate "cultural otherness" and form acceptance barriers (Hofstede, 2001; Wang&Mattila, 2011).
基于霍夫斯泰德（2001）的文化维度理论，该模型认为文化距离越小，顾客接受文化产品的可能性就越大。新加坡菜中的中国元素可能减少文化距离并带来熟悉感，而马来和印度元素可能加剧“文化他者性”并形成接受障碍（霍夫斯泰德，2001；王&马蒂拉，2011）。

2.3.2 Perceived Value Theory
2.3.2 感知价值理论

Zeithaml (1988) and Sweeney and Soutar (2001) pointed out that customers' purchasing motivation is not only influenced by price but also determined by whether the product is "worth it." In the catering industry, customers evaluate its healthiness, taste, novelty, social symbolism, and cultural value. The empirical studies by Kim et al. (2009) and Seo et al. (2021) provide support for this.
齐塔姆（1988）和斯维尼与索塔（2001）指出，顾客的购买动机不仅受价格影响，还取决于产品是否“值得”。在餐饮业中，顾客评估其健康性、口味、新颖性、社会象征意义和文化价值。金等人（2009）和徐等人（2021）的实证研究为此提供了支持。

In addition, dimensions based on perception also affect food acceptance willingness, such as the appearance of food (aesthetic value), the environment in which it is located (situational value), and culturally relevant cognition (cognitive value). Research has shown that these perceived factors are significantly positively correlated with consumer behavioral intentions.（Sheth et al., 1991；Zeithaml, 1988）
此外，基于感知的维度也会影响食物接受意愿，例如食物的外观（审美价值）、食物所在的环境（情境价值）以及与文化相关的认知（认知价值）。研究表明，这些感知因素与消费者的行为意图显著正相关。（Sheth et al., 1991；Zeithaml, 1988）

2.3.3 Cross-cultural Consumer Behavior Theory
2.3.3 跨文化消费者行为理论

Luna and Gupta (2001) argue that consumers often evaluate and classify products with cross-cultural elements through cultural filters. This process may lead to cultural adaptation (Pe ñ aloha, 1994) or cultural exclusion, affecting their cognitive and behavioral responses.
Luna 和 Gupta（2001）认为，消费者通常通过文化过滤器来评估和分类具有跨文化元素的产品。这个过程可能导致文化适应（Pe ñ aloha，1994）或文化排斥，从而影响他们的认知和行为反应。

2.3.4 Cultural Heterogeneity Theory
2.3.4 文化异质性理论

Bhabha's (1994) theory of cultural hybridity emphasizes that different cultures form new forms of cultural expression through contact and integration. Singaporean cuisine, as a 'mixed cultural product', is inherently situated in the 'third space'. Singaporean cuisine is a reflection of this space, which is both attractive to consumers and may lead to cultural ambiguity (Kraidy, 2005).
Bhabha（1994）的文化杂糅理论强调，不同文化通过接触和融合形成新的文化表达形式。新加坡菜作为一种“混合文化产品”，本质上位于“第三空间”。新加坡菜是这一空间的反映，它既吸引消费者，也可能导致文化模糊（Kraidy，2005）。

Through the integration of multiple theories mentioned above, this study will systematically analyze the motivations and psychological mechanisms of Chinese customers' acceptance of Singaporean cuisine from dimensions such as cultural proximity, value cognition, sensory experience, media influence, and identity construction, providing a solid theoretical foundation for subsequent empirical research.
通过整合上述多种理论，本研究将从文化邻近性、价值认知、感官体验、媒体影响和身份构建等维度，系统地分析中国消费者接受新加坡菜品的动机和心理机制，为后续实证研究提供坚实的理论基础。

2.4 Literature Review Conclusion
2.4 文献综述结论

In summary, Singaporean cuisine, as a form of multicultural fusion, has both cultural familiarity and exotic novelty for Chinese consumers. This dual attribute determines that its acceptance is influenced by multiple factors, including cultural familiarity, taste preferences, perceived value, and social media dissemination.
综上所述，新加坡菜作为一种多元文化融合的产物，对中国消费者而言既具有文化熟悉性，又带有异域新奇感。这种双重属性决定了其接受程度受到多种因素的影响，包括文化熟悉度、口味偏好、感知价值和社交媒体传播等。

Although existing literature provides theoretical support in the fields of cultural and dietary communication, consumer behavior, and perceived value, empirical research on the Chinese market background is still relatively limited, especially since the comprehensive analysis combining sensory experience and cultural cognition dimensions is not sufficient. Therefore, based on previous research, this study will further explore the attitude formation mechanism and behavioral decision-making path of Chinese consumers when facing Singapore's multicultural cuisine, filling the research gap in cross-cultural catering communication.
尽管现有文献在文化及饮食传播、消费者行为和感知价值等领域提供了理论支持，但针对中国市场背景的经验性研究仍然相对有限，尤其是结合感官体验和文化认知维度的综合分析尚不充分。因此，基于前人研究，本研究将进一步探讨中国消费者在面对新加坡多元文化美食时的态度形成机制和行为决策路径，填补跨文化餐饮传播研究中的空白。

3.Research Methodology
3.研究方法

3.1 Research Philosophy
3.1 研究哲学

This study adopts the philosophy of positivism, emphasizing the use of objective and observable data to explain social phenomena. Positivism holds that the real world exists independently of subjective cognition, and researchers should collect and analyze data with a neutral attitude to reveal the regularities between variables. (Saunders, Lewis, and Thornhill, 2019) This study aims to quantify the attitudes and acceptance of Chinese customers towards Singapore's multicultural cuisine and explore the factors that influence their cognition and preferences. Therefore, adopting a positivist philosophy helps to ensure the objectivity of the research process and the verifiability of the results, providing a theoretical basis for subsequent statistical analysis.
本研究采用实证主义哲学，强调使用客观和可观察的数据来解释社会现象。实证主义认为现实世界独立于主观认知，研究者应以中立态度收集和分析数据，揭示变量之间的规律性。(Saunders, Lewis, and Thornhill, 2019) 本研究旨在量化中国顾客对新加坡多元文化美食的态度和接受程度，并探索影响其认知和偏好的因素。因此，采用实证主义哲学有助于确保研究过程的客观性和结果的验证性，为后续的统计分析提供理论基础。

3.2 Research Approach
3.2 研究方法

This study adopts a deductive approach and proposes research hypotheses on cognition, attitude, and willingness to accept, based on relevant theoretical systems such as cross-cultural communication, cultural adaptability, and consumer behavior (Hofstede, 2001; Solomon et al., 2016). It designs a structured questionnaire for verification. The deductive method forms a complete research loop by starting from theory, constructing models, generating propositions, collecting data, and conducting statistical tests. Specifically, this study will utilize Excel software to perform descriptive statistics, group comparisons, and regression analysis on the data, thereby verifying the validity of theoretical hypotheses and providing empirical evidence for promoting Singaporean cuisine in the Chinese market.
本研究采用演绎法，基于跨文化交际、文化适应性和消费者行为等相关理论体系（Hofstede, 2001; Solomon 等人, 2016），提出关于认知、态度和接受意愿的研究假设，并设计结构化问卷进行验证。演绎法通过从理论出发、构建模型、生成命题、收集数据和进行统计检验，形成一个完整的研究闭环。具体而言，本研究将利用 Excel 软件对数据进行描述性统计、组间比较和回归分析，从而验证理论假设的有效性，并为在中国市场推广新加坡菜提供实证依据。

3.3. Research Choice
3.3. 研究选择

This study adopts quantitative research methods to obtain large-scale, statistically representative, and generalizable sample data of Chinese customers. Collect data in the form of a structured questionnaire, including closed multiple choice questions and Likert scale items, to assess customers' awareness, attitude tendencies, and willingness to accept Singapore's multicultural cuisine. The questionnaire design takes into account both reliability and validity requirements (Bryman, 2016). After data collection, Excel pivot tables, chart tools, and "analysis tool library" will be used for data processing and statistical analysis, revealing key influencing factors and providing quantitative support for subsequent strategic recommendations.
本研究采用定量研究方法，获取大规模、具有统计学代表性且可推广的中国顾客样本数据。以结构化问卷形式收集数据，包括封闭式多选题和利克特量表项目，以评估顾客对新加坡多元文化美食的认知程度、态度倾向及接受意愿。问卷设计兼顾了信度和效度要求（Bryman，2016）。数据收集后，将使用 Excel 数据透视表、图表工具及"分析工具库"进行数据处理和统计分析，揭示关键影响因素，为后续战略建议提供定量支持。

3.4. Research Strategy
3.4. 研究策略

This study mainly adopts a structured questionnaire survey strategy, and the questionnaire design is based on literature review and theoretical models, divided into six parts: 1) demographic information, 2) cultural exposure experience, 3) cognitive level of Singaporean cuisine, 4) taste and aesthetic perception, 5) social media influence, and 6) willingness to accept assessment. Most of the questions are measured using a 5-point Likert scale (strongly disagree or strongly agree) to quantify the attitudes and behavioral tendencies of the respondents. The questionnaire is published online through Google Forms and disseminated through social media platforms such as WeChat, Xiaohongshu, and Weibo to ensure that it covers a Chinese user group with knowledge and experience of Singaporean cuisine, facilitating the collection of representative sample data for subsequent analysis.
本研究主要采用结构化问卷调查策略，问卷设计基于文献综述和理论模型，分为六个部分：1）人口统计信息，2）文化接触经历，3）对新加坡菜的认知水平，4）口味与审美感知，5）社交媒体影响，6）接受意愿评估。大部分问题采用 5 点李克特量表（非常不同意或非常同意）进行测量，以量化受访者的态度和行为倾向。问卷通过 Google Forms 发布，并通过微信、小红书和微博等社交媒体平台传播，以确保覆盖具有新加坡菜知识和经验的中文用户群体，便于后续分析收集具有代表性的样本数据。

3.5. Sampling Technique
3.5. 采样技术

This study adopts a purposive sampling method, targeting Chinese consumers who have had exposure or cognitive experience with Singaporean cuisine. Including those who have traveled to Singapore, lived in Singapore, or learned about its food culture through social media platforms. The screening criteria include cultural interest, frequency of media exposure, and relevant cognitive level. The expected sample size is 100, which will help improve sample correlation and ensure the interpretability of research data.
本研究采用目的性抽样方法，针对有接触或认知新加坡菜系的中国消费者。包括去过新加坡、居住过新加坡，或通过社交媒体平台了解其饮食文化的群体。筛选标准包括文化兴趣、媒体接触频率和相关的认知水平。预期样本量为 100，这将有助于提高样本相关性，并确保研究数据的可解释性。

In the sample screening process, preliminary judgment and screening will be made based on whether the respondents have relevant experience, whether they understand the basic situation of Singaporean cuisine, and their cultural interests. Through targeted sample selection, high-quality data can be obtained more effectively, providing a solid foundation for analyzing the acceptance level and influencing factors of Chinese customers towards Singaporean cuisine.
在样本筛选过程中，将根据受访者是否有相关经验、是否了解新加坡菜系的基本情况以及其文化兴趣进行初步判断和筛选。通过目标性样本选择，可以更有效地获取高质量数据，为分析中国消费者对新加坡菜系的接受程度和影响因素提供坚实基础。

3.6. Data Analysis
3.6. 数据分析

This study used quantitative analysis methods to systematically process the collected questionnaire data.
本研究采用定量分析方法，对收集到的问卷数据进行系统处理。

Mainly using Excel software to systematically analyze the collected questionnaire data. The specific method is as follows:
主要使用 Excel 软件对收集的问卷数据进行系统分析。具体方法如下：

Descriptive statistics: Understanding the basic characteristics and overall attitude distribution of a sample through indicators such as frequency, percentage, mean, and standard deviation;
描述性统计：通过频率、百分比、均值和标准差等指标，了解样本的基本特征和总体态度分布；

Group comparison analysis: Use pivot tables and chart tools to visually compare cognitive differences and acceptance intentions under different population characteristics;
组间比较分析：使用数据透视表和图表工具，直观比较不同人口特征下的认知差异和接受意愿；

Correlation and Regression Analysis: Using the "Analysis Tool Library" plugin in Excel, perform Pearson correlation analysis and linear regression analysis on key variables that affect acceptance to identify significant relationships between variables.
相关与回归分析：利用 Excel 中的“数据分析”插件，对影响接受的关键变量进行 Pearson 相关分析和线性回归分析，识别变量之间的显著关系。

This analysis method not only has practicality and operability but also facilitates the intuitive display and interpretation of results.
这种分析方法不仅具有实用性和可操作性，而且有助于结果的直观展示和解释。

3.7. Ethical Considerations
3.7. 伦理考量

This study strictly adheres to ethical standards to ensure the respondents' right to information and privacy. All participants will sign an informed consent form before the study, clearly understanding the research purpose and data usage. During the research process, the anonymity and data confidentiality of the respondents will be guaranteed, and all data will only be used for academic research. After the research is completed, it will be securely destroyed. In addition, the research design has undergone ethical review by the institution to ensure that the research process complies with legal and ethical requirements.
本研究严格遵守伦理标准，确保受访者的知情权和隐私权。所有参与者在研究开始前将签署知情同意书，明确了解研究目的和数据使用情况。在研究过程中，将保证受访者的匿名性和数据保密性，所有数据将仅用于学术研究。研究结束后，将安全销毁。此外，研究设计已通过机构伦理审查，以确保研究过程符合法律和伦理要求。

Findings/Results
研究结果

This chapter presents and analyzes the empirical research results on Chinese consumers' perception and acceptance of Singapore's multicultural cuisine. Based on the statistical analysis of 107 valid questionnaires, this paper discusses the research question 1) How do Chinese consumers perceive Singapore's multicultural cuisine and its cultural background? 2) What factors affect their acceptance and preference? Classified by theme, including demographic characteristics, awareness of Singaporean cuisine, familiarity evaluation, willingness to accept, and summary of open-ended questions.
本章介绍了关于中国消费者对新加坡多元文化美食的认知和接受度的实证研究结果。基于对 107 份有效问卷的统计分析，本文讨论了研究问题：1) 中国消费者如何认知新加坡多元文化美食及其文化背景？2) 哪些因素影响他们的接受度和偏好？按主题分类，包括人口统计特征、对新加坡美食的认知、熟悉度评价、接受意愿以及开放式问题的总结。

4.1 Basic information of respondents
4.1 受访者基本信息

A total of 107 valid questionnaires were collected in this survey. The respondents have diverse demographic characteristics:
本次调查共收集了 107 份有效问卷。受访者具有多样的人口统计特征：

Gender distribution: 68.2% (73 people) are females, and 31.8% (34 people) are males
性别分布：68.2%（73 人）为女性，31.8%（34 人）为男性

Age structure:
年龄结构：

18-25 years old: 29 people (27.1%)
18-25 岁：29 人（27.1%）

26-35 years old: 25 people (23.4%)
26-35 岁：25 人（23.4%）

36-45 years old: 22 people (20.6%)
36-45 岁：22 人（20.6%）

Over 45 years old: 31 people (29%)
45 岁以上：31 人（29%）

This shows that the survey covers a wide age range, with a significant proportion of middle-aged and young people.
这表明调查涵盖了广泛的年龄范围，其中中年人和年轻人的比例显著。

4.2 Understanding and exposure channels of Singaporean cuisine
4.2 新加坡美食的理解和接触渠道

I have heard that the proportion of multicultural cuisine in Singapore exceeds 80%
我听说新加坡多元文化美食的比例超过 80%。

The main contact methods include:
主要联系方式包括：

Social media (such as TikTok, Xiaohongshu, WeChat, etc.)
社交媒体（如抖音、小红书、微信等）

Introduction from relatives and friends in Singapore
来自新加坡亲友的介绍

Tourist experience
旅游体验

Food-related programs or documentaries
与食物相关的节目或纪录片

This result shows that Singaporean cuisine has a certain level of popularity among Chinese audiences, mainly through social media and food-related programs or documentaries.
这一结果表明，新加坡菜在中国观众中具有一定程度的受欢迎程度，主要通过社交媒体以及与食物相关的节目或纪录片传播。

4.3 Familiarity with representative dishes
4.3 对代表性菜肴的熟悉程度

This section uses a 5-point Likert scale (1 = completely unfamiliar, 5 = very familiar) to assess respondents' familiarity with eight representative Singaporean dishes. The results showed that the majority of respondents' ratings were concentrated in the middle level, especially level 3 (moderately familiar), which had the most, while level 1 (completely unfamiliar) and level 5 (very familiar) had fewer ratings, indicating that the audience's level of cultural exposure was moderate.
本节采用 5 点李克特量表（1 = 完全不熟悉，5 = 非常熟悉）来评估受访者对八道代表性新加坡菜肴的熟悉程度。结果显示，大多数受访者的评分集中在中等水平，尤其是 3 级（比较熟悉），最多，而 1 级（完全不熟悉）和 5 级（非常熟悉）的评分较少，表明观众的文化接触程度适中。

The three most familiar dishes
最熟悉的三大菜肴

Nasi Lemak: received high ratings at levels 3 and 4.
椰浆饭：在 3 级和 4 级获得了高分。

Hainanese chicken rice is widely known for its Chinese culinary elements.
海南鸡饭因其中国烹饪元素而广为人知。

Chili crab: Especially at levels 3 and 4, many respondents expressed familiarity.
辣椒蟹：在 3 级和 4 级，许多受访者表示熟悉。

The two least familiar dishes
最不熟悉的两种菜肴

Nyonya Kueh: As a Nyonya cultural snack, most people rate it as 1 or 2.
娘惹糕：作为娘惹文化小吃，大多数人认为它排第 1 或第 2。

Roti Prata: Low familiarity with this type of Indian cuisine.
罗蒂普拉塔：这种印度菜的低熟悉度。

The following figure shows a bar chart comparing the estimated number of people for each dish in terms of familiarity (level 4+5) and unfamiliarity (level 1+2) dimensions.
下图展示了一个条形图，比较了每种菜肴在熟悉度（4+5 级）和不熟悉度（1+2 级）维度上的估计人数。

Overall, dishes with Chinese elements are more easily recognized and accepted by Chinese consumers, while dishes with a higher degree of integration or non-Chinese flavors still need to strengthen cultural dissemination and market education.
总体而言，带有中国元素的菜肴更容易被中国消费者识别和接受，而高度融合或非中国风味的菜肴仍需加强文化传播和市场教育。

4.4 Evaluation of Various Dimensions of Cuisine
4.4 菜肴多维度评价

The respondents rated Singaporean cuisine from six aspects (1=very poor, 5=very good):
受访者从六个方面对新加坡菜进行了评分（1=非常差，5=非常好）：

Among them, the scores of "visual appeal" and "cultural value" are relatively high, indicating that the respondents have a high recognition of their appearance and cultural background.
其中，“视觉吸引力”和“文化价值”的得分相对较高，表明受访者对其外观和文化背景有较高的认可度。

4.5 Acceptance intention and recommendation intention
4.5 接受意愿和推荐意愿

When asked, "If allowed to experience authentic Singaporean cuisine in China, would you be willing to give it a try
当被问及"如果在中国有机会体验正宗的新加坡美食，你是否愿意尝试"

The proportion of expressing 'unwilling' exceeds 57%
表示"不愿意"的比例超过 57%

Expressing 'willing' or 'possibly willing' indicates that it is more appropriate to try locally in Singapore
表示"愿意"或"可能愿意"则表明在新加坡当地尝试更为合适

The rating result for "whether willing to recommend Singaporean cuisine to others" is (1=very unwilling, 5=very willing), with an average value of 3.45, reflecting that most people have a positive or neutral attitude.
"是否愿意向他人推荐新加坡菜"的评分结果为（1=非常不愿意，5=非常愿意），平均值为 3.45，反映出大多数人持积极或中立态度。

4.6 Main Factors Affecting Acceptance
4.6 影响接受度的主要因素

The top factors influencing respondents' acceptance of Singaporean cuisine are:
影响受访者接受新加坡菜的主要因素有：

Price (36.4%)
价格（36.4%）

Taste (22.4%)
口味（22.4%）

Appearance attractiveness (10.3%)
外观吸引力（10.3%）

Raw material source (8.4%)
原材料来源（8.4%）

The following chart shows the proportion of key factors that respondents believe affect their acceptance of Singaporean cuisine.
下表显示了受访者认为影响他们对新加坡菜接受度的关键因素的占比。

The data shows that rational cost considerations (price) and sensory experiences (taste, appearance) are the main drivers of consumer decision-making.
数据显示，合理的成本考虑（价格）和感官体验（口味、外观）是消费者决策的主要驱动因素。

4.7 Open-ended Question Analysis (Q13 and Q14)
4.7 开放式问题分析（Q13 和 Q14）

Q13: "What do you think is the most attractive aspect of Singaporean cuisine? ”
Q13："你认为新加坡菜最吸引人的方面是什么？”

High-frequency theme:
高频主题：

Multicultural integration (such as the fusion of Chinese, Malaysian, and Indian flavors)
多元文化融合（如中华、马来西亚和印度风味的融合）

Unique taste (rich spices, coconut milk, sweet and salty combination)
独特的风味（丰富的香料、椰奶、甜咸结合）

Color and visual appeal of the layout
布局的色彩和视觉吸引力

Familiar yet novel experience
熟悉又新颖的体验

Q14: "Do you have any suggestions for promoting Singaporean cuisine to the Chinese market? ”
Q14："你对中国市场推广新加坡美食有什么建议？”

Commonly suggested directions:
常见的建议方向：

Publicity through social media platforms (such as Tiktok, Little Red Book, and food bloggers)
通过社交媒体平台（如抖音、小红书和美食博主）进行宣传

Organize tasting experience activities (especially in universities or shopping malls)
组织品鉴体验活动（尤其是在大学或购物中心）

Moderate localization according to Chinese taste (spicy reduction and taste adjustment)
根据中国口味进行适度本地化（减少辣度并调整口味）

Culture in packaging, highlighting cultural storytelling
包装中的文化，突出文化故事讲述

Summary
总结

Through the statistical analysis of survey data and the induction of open-ended questions, it can be seen that Chinese consumers have a high overall awareness and positive attitude towards Singaporean cuisine, especially recognizing its cultural integration and unique flavors. Meanwhile, if the promotion strategy is combined with social media and localization adjustments, it will be more attractive and effective.
通过调查数据的统计分析和对开放式问题的归纳，可以看出中国消费者对新加坡菜系具有很高的整体认知度和积极态度，尤其认可其文化融合和独特风味。同时，若推广策略结合社交媒体和本地化调整，将更具吸引力和实效性。

Discussion
讨论

This chapter aims to systematically review how research findings address two core research questions and compare and analyze the results with existing literature and theoretical models. The content will revolve around the cultural acceptance model, perceived value theory, cross-cultural consumer behavior theory, and cultural heterogeneity theory, respectively exploring: Chinese customers' perception of Singapore's multicultural cuisine and its cultural background (research question 1), as well as key factors affecting their acceptance and preferences (research question 2). On this basis, further analyze the theoretical value and practical significance of the research, point out the research limitations, and propose future research directions.
本章旨在系统性地回顾研究成果如何回应两个核心研究问题，并将结果与现有文献和理论模型进行比较分析。内容将围绕文化接受模型、感知价值理论、跨文化消费者行为理论和文化异质性理论展开，分别探讨：中国顾客对新加坡多元文化菜系及其文化背景的认知（研究问题 1），以及影响其接受度和偏好的关键因素（研究问题 2）。在此基础上，进一步分析研究的理论价值和实践意义，指出研究局限性，并提出未来研究方向。

Compatibility with Cultural Acceptance Models
文化接受模型的兼容性

(This section directly responds to research question 1: How do Chinese customers perceive Singapore's multicultural cuisine and its cultural background?)
（本节直接回应研究问题 1：中国消费者如何看待新加坡的多元文化美食及其文化背景？）

This study found that most Chinese consumers have a preliminary understanding of Singapore cuisine, especially dishes with Chinese cultural elements (such as Hainanese Chicken Rice, Bak Kut Teh) are more likely to be accepted. This confirms Hofstede's (2001) theoretical viewpoint that "the smaller the cultural distance, the higher the acceptance".
本研究发现，大多数中国消费者对新加坡美食有初步了解，尤其是具有中国文化元素的菜肴（如海南鸡饭、老火汤）更容易被接受。这证实了霍夫斯泰德（2001）的理论观点：“文化距离越小，接受度越高”。

Even for dishes with stronger fusion flavors, such as Nasi Lemak and Chilli Crab, their acceptance has not significantly decreased, indicating that Chinese culture, as a "cultural anchor", has played a role in neutralizing exoticism. This is highly consistent with the viewpoint proposed by Wang&Mattila (2011) that "cultural familiarity can enhance the acceptance of cross-cultural products", which verifies the applicability of the cultural acceptance model in food dissemination.
即使是具有更强融合风味的菜肴，如叻沙和辣椒蟹，它们的接受度也没有显著下降，表明中国文化作为“文化锚点”在消解异国情调方面发挥了作用。这与王和马蒂拉（2011）提出的观点高度一致，即“文化熟悉度可以增强跨文化产品的接受度”，验证了文化接受模型在食品传播中的适用性。

Therefore, the cultural acceptance model effectively explains the cognitive attitudes and cultural background perceptions of Chinese consumers towards Singaporean cuisine, directly responding to research question 1.
因此，文化接受模型有效地解释了中国消费者对新加坡菜的认知态度和文化背景感知，直接回应了研究问题 1。

The Influence of Perceived Value on Sensitivity
感知价值对敏感性的影响

(This section responds to both research question 1 and research question 2, analyzing how perceived value affects cognitive and receptive behavior.)
（本节回应了研究问题 1 和研究问题 2，分析了感知价值如何影响认知和接受行为。）

This study found that Singaporean cuisine has high acceptance among Chinese consumers, primarily driven by a multidimensional "perceived value". According to Zeithaml's (1988) and Sweeney&Soutar (2001) theory of perceived value, consumers not only focus on the functionality and price of a product, but also value its novelty, cultural significance, and symbolic value.
本研究发现，新加坡菜在中国消费者中具有高接受度，这主要是由多维度的"感知价值"驱动的。根据 Zeithaml（1988）和 Sweeney&Soutar（2001）的感知价值理论，消费者不仅关注产品的功能和价格，还重视其新颖性、文化意义和象征价值。

Data show that 74% of respondents approve of its novel experience, and 61% agree with its cultural symbolism, indicating that both functional value and emotional value jointly affect acceptance and willingness to recommend. This is also consistent with the conclusion of Seo et al. (2021) that "cultural significance significantly affects purchase intention".
数据显示 74%的受访者认可其新颖体验，61%同意其文化象征意义，表明功能价值和情感价值共同影响接受度和推荐意愿。这也与 Seo 等人（2021）的结论一致，即"文化意义显著影响购买意愿"。

These perceptual factors, such as visual appeal, cultural significance, and health impressions, not only affect how they perceive such cuisine (RQ1) but also further influence their willingness to accept and recommend it (RQ2).
这些感知因素，如视觉吸引力、文化意义和健康印象，不仅影响他们对这种菜系的感知（RQ1），还进一步影响他们接受和推荐的意愿（RQ2）。

Based on Sheth et al.'s (1991) consumer value model, this study summarizes three key dimensions:
基于 Sheth 等人（1991）的消费者价值模型，本研究总结出三个关键维度：

1). Aesthetic value: The visual presentation of Nasi Lemak and Chilli Crab enhances attractiveness;
1). 美学价值：沙爹和辣椒蟹的视觉呈现增强了吸引力；

2). Scenario value: Tourism, food festivals, short videos, and other scenarios enhance consumer motivation;
2). 场景价值：旅游、美食节、短视频等场景增强消费者动机；

3). Cognitive value: Hainanese chicken rice and other dishes stimulate cultural identity and curiosity.
3). 认知价值：海南鸡饭等菜品激发文化认同和好奇心。

These perceived values collectively drive the behavioral transformation from "willing to try" to "willing to recommend", further validating the explanatory power of perceived value theory in cross-cultural food acceptance.
这些感知价值共同推动行为转变从“愿意尝试”到“愿意推荐”，进一步验证了感知价值理论在跨文化食品接受中的解释力。

Reflection of Cross cultural Consumer Behavior Model
跨文化消费者行为模型的体现

(This section mainly responds to research question 2: What factors affect the acceptance and preferences of Chinese consumers?)
（本节主要回应研究问题 2：哪些因素影响中国消费者的接受度和偏好？）

Luna and Gupta (2001) proposed that cross-cultural consumers use their own cultural experiences to judge and classify products from different cultures. This study found that respondents who had traveled to Singapore or gained a deeper understanding of its culture through social media exhibited a significant advantage in acceptance.
Luna 和 Gupta（2001）提出，跨文化消费者使用自己的文化经验来判断和分类不同文化的产品。本研究发现，曾到过新加坡或通过社交媒体更深入了解其文化的受访者，在接受度上表现出显著优势。

This is consistent with Pe ñ aloha's (1994) view that "cultural adaptation promotes acceptance". The cultural experience here not only enhances the tolerance of Singaporean cuisine flavors but also enhances cultural resonance ability, indicating that frequency of cultural contact can strengthen perceived trust and identity, forming an effective cultural adaptation path.
这与 Pe ñ aloha（1994）的观点一致，即“文化适应促进接受”。这里的文化经验不仅增强了新加坡菜系风味的耐受性，还增强了文化共鸣能力，表明文化接触的频率可以加强感知信任和身份认同，形成有效的文化适应路径。

This highlights that previous cross-cultural experiences and frequency of exposure are important factors influencing Chinese consumers' acceptance and preference for food.
这突显了以往跨文化经验和接触频率是影响中国消费者对食品接受度和偏好的重要因素。

Cultural Heterogeneity and Practical Manifestations of the 'Third Space'
文化异质性与"第三空间"的实践表现

(This section supplements the analysis of deepening research question 1.)
(本节补充对深化研究问题 1 的分析。)

The "cultural blending" theory proposed by Bhabha (1994) emphasizes that the integration of different cultures will give rise to new expressions of the "third space". Singaporean cuisine is precisely this mixture, which is neither purely Chinese nor entirely Malay or Indian in flavor, but rather a result of blending and reconstruction.
巴巴(1994 年)提出的"文化融合"理论强调不同文化的融合将产生"第三空间"的新表达。新加坡美食正是这种混合，其风味既非纯粹的中国式，也非完全的马来式或印度式，而是融合与重构的结果。

In this study, 62% of respondents viewed Singaporean cuisine as a 'cultural fusion', with many expressing interest in the 'sense of unfamiliarity within familiarity'. This cultural tension has brought psychological appeal to Singaporean cuisine, while also reminding brands to pay attention to the critical point between familiarity and novelty in the process of communication.
在本研究中，62%的受访者将新加坡美食视为一种"文化融合"，许多人表示对"熟悉中的陌生感"感兴趣。这种文化张力为新加坡美食带来了心理吸引力，同时也提醒品牌在沟通过程中要注意熟悉与新颖之间的关键点。

This dual reaction - the conspiracy caused by cultural hybridity and the hesitation caused by unfamiliar tastes - indicates the subtle perception of Chinese consumers toward Singapore's multicultural food identity.
这种双重反应——由文化混融引发的阴谋论和由陌生口味引发的犹豫——表明中国消费者对新加坡多元文化食品身份的微妙感知。

Unexpected Discoveries and Implications
意外发现与启示

(This section further enriches the answer to research question 2, highlighting the independent impact of taste adaptation.)
（本节进一步丰富了研究问题 2 的答案，突出了口味适应的独立影响。）

Although the frequency of cultural exposure is usually positively correlated with acceptance（Lee & Ma, 2012）, this study also found some exceptions. For example, some respondents with high cultural awareness still hold a reserved attitude towards dishes such as Nyonya Kueh and Roti Prata. This suggests that the "cost of taste adaptation" may be higher than cultural identity in certain contexts, thereby inhibiting the willingness to accept（Pliner & Salvy, 2006）.
尽管文化接触的频率通常与接受度呈正相关（Lee & Ma, 2012），本研究也发现了一些例外。例如，一些具有较高文化意识的受访者仍然对娘惹糕和罗蒂普拉塔等菜肴持保留态度。这表明在某些情境下，"口味适应的成本"可能高于文化认同，从而抑制了接受意愿（Pliner & Salvy, 2006）。

Another significant finding is that the influence of social media has surpassed traditional cultural and educational channels. More than 70% of respondents stated that they would try Singaporean cuisine based on recommendations from food bloggers or short videos, indicating that "de intermediation dissemination" can better stimulate instant consumption behavior, especially among young people（Hudson et al., 2016；Zhang & Mao, 2020）. This trend deserves special consideration from relevant enterprises and cultural institutions in their promotion strategies.
另一个重要发现是社交媒体的影响力已经超过了传统的文化和教育渠道。超过 70%的受访者表示他们愿意尝试新加坡美食，这是基于美食博主或短视频的推荐，这表明“去中介化传播”能更好地刺激即时消费行为，尤其是在年轻人中（Hudson 等人，2016 年；张与毛，2020 年）。这一趋势值得相关企业和文化机构在推广策略中特别关注。

This suggests that while cultural familiarity can foster interest, tangible factors such as taste adaptation and social media influence ultimately determine behavioral outcomes.
这表明，虽然文化熟悉度可以培养兴趣，但诸如口味适应和社交媒体影响等具体因素最终决定了行为结果。

Theoretical and practical significance
理论和实践意义

5.6.1 Theoretical contribution
5.6.1 理论贡献

1). Expanded the applicability boundaries of cultural acceptance models in the field of food, especially by providing data support in the study of the acceptance mechanism of integrated cuisine.（Choi & Lee, 2019）
1). 扩展了文化接受模型在食品领域的适用范围，特别是在整合菜系接受机制研究中提供了数据支持。（Choi & Lee, 2019）

2). Strengthening the theoretical foundation of the "taste culture dual adaptation" path and enriching the segmentation model of cross-cultural consumer behavior.（Mak et al., 2012）
2). 增强了"味觉文化双重适应"路径的理论基础，丰富了跨文化消费者行为的细分模型。（Mak et al., 2012）

3). Verified the attraction mechanism of "third space" cultural products in consumer psychology, providing a case basis for future research on cultural mixing theory.（Hudson et al., 2016）
3). 验证了"第三空间"文化产品在消费者心理中的吸引力机制，为未来文化混合理论的研究提供了案例基础。（Hudson et al., 2016）

5.6.2 Practical insights
5.6.2 实践启示

1). Brand positioning should emphasize cultural affinity: give priority to promoting fusion dishes with Chinese elements, such as Hainanese Chicken Rice and Bak Kut Teh etc;
1). 品牌定位应强调文化亲和力：优先推广具有中国元素的融合菜肴，如海南鸡饭和石锅鸡等；

2). The communication strategy should be visual and contextualized: conveying cultural information through packaging design, brand stories, and dish naming;
2). 传播策略应具视觉性和情境化：通过包装设计、品牌故事和菜品命名传递文化信息；

3). Social media should be the primary entrance: through platforms such as Tiktok and Xiaohongshu, and in combination with the interaction between talent planting and users, the transformation should be improved;
3). 社交媒体应为首要入口：通过抖音和小红书等平台，并结合人才培育与用户互动，提升转化效果；

4). Combining cultural education with experiential activities: such as hosting the "Singapore Food Festival" or university exhibitions, promotes the transformation of cognition into identity.
4). 结合文化教育与体验活动：如举办“新加坡美食节”或大学展览，促进认知向身份认同的转化。

6.Conclusion
6. 结论

6.1 Review and Implementation of Research Objectives
6.1 研究目标的回顾与实施

This study focuses on two core issues:
本研究聚焦于两个核心问题：

How do Chinese consumers perceive Singapore's multicultural cuisine and its cultural background?
中国消费者如何看待新加坡的多元文化美食及其文化背景？

What factors affect their acceptance and preference for this type of cuisine?
哪些因素影响他们对这种菜系的接受度和偏好？

Through data analysis, it is found that Chinese consumers have a high awareness and interest in Singapore cuisine as a whole, especially the dishes containing Chinese cultural elements (such as Hainanese Chicken Rice and Bak Kut Teh) are more likely to be accepted. This confirms Hofstede's (2001) hypothesis that the smaller the cultural distance, the higher the acceptance. Although dishes with a high degree of integration bring a certain sense of unfamiliarity, they also stimulate consumers' desire to explore, presenting an attraction of "exoticism in familiarity".
通过数据分析发现，中国消费者对新加坡菜系整体具有较高的认知度和兴趣，尤其是含有中国文化元素的菜肴（如海南鸡饭和煲仔鸡）更容易被接受。这证实了霍夫斯泰德（2001）的假设，即文化距离越小，接受度越高。尽管高度融合的菜肴带来了一定的陌生感，但它们也激发了消费者的探索欲望，呈现出“熟悉中的异国情调”的吸引力。

The key factors affecting acceptance willingness include cultural familiarity, taste adaptation ability, perceived value (such as novelty, cultural symbolism, health impression), and social media dissemination effect. Especially among young people, UGC content such as short videos and expert recommendations has become important media that influence trial behavior.
影响接受意愿的关键因素包括文化熟悉度、口味适应能力、感知价值（如新颖性、文化象征意义、健康印象）以及社交媒体传播效应。尤其是在年轻人中，短视频等用户生成内容和专家推荐已成为影响尝试行为的重要媒体。

6.2 Summary of Core Discoveries
6.2 核心发现总结

6.2.1 Cultural familiarity determines the initial acceptance threshold
6.2.1 文化熟悉度决定初始接受阈值

Chinese elements reduce cultural distance, and enhance trust and willingness to try. (Wang, C. Y. and Mattila, A. S. 2015)
中国元素减少文化距离，增强信任和尝试意愿。(王, C. Y. 和 马蒂拉, A. S. 2015)

6.2.2 Perceived value influences sustained identification pathways
6.2.2 感知价值影响持续认同路径

multidimensional values such as taste, health, and cultural symbolism affect recommendation intention. (Zeithaml, V. A. 1988)
诸如口味、健康和文化象征等多维度价值影响推荐意愿。(齐塔姆尔, V. A. 1988)

6.2.3 Social media dominates cognitive pathways
6.2.3 社交媒体主导认知路径

The role of new media communication in driving consumer decisions is significantly higher than that of traditional channels. (Hudson, S. et al. 2016)
新媒体传播在驱动消费者决策中的作用显著高于传统渠道。(Hudson, S. 等人 2016)

6.2.4 The fusion of dishes has a dual effect
6.2.4 菜肴融合具有双重效应

cultural mixing brings both attraction and acceptance barriers due to taste differences. (Choi, J. and Lee, A. 2019)
文化混合由于口味差异既带来吸引力也带来接受障碍。(Choi, J. 和 Lee, A. 2019)

6.3 Research Contributions
6.3 研究贡献

6.3.1 Theoretical contribution
6.3.1 理论贡献

This study integrates and validates multiple cross-cultural theoretical models, enriches the perspective of cross-cultural dietary communication research, and reveals the dual adaptation mechanism of taste and culture.
本研究整合并验证了多种跨文化理论模型，丰富了跨文化饮食沟通研究的视角，揭示了口味与文化的双重适应机制。

6.3.2 Practical value
6.3.2 实践价值

Provided data support and strategic recommendations for Singaporean food brands to enter the Chinese market, especially in guiding product localization, visual packaging, social media marketing, and cultural education integration.
提供的数据支持了新加坡食品品牌进入中国市场，并在产品本地化、视觉包装、社交媒体营销和文化教育融合方面提供了战略建议。

6.4 Limitations and Future Research Directions
6.4 局限性与未来研究方向

6.4.1 Although this study provides a relatively systematic empirical analysis, there are still the following limitations
6.4.1 尽管本研究提供了一种相对系统的实证分析，但仍存在以下局限性

1).Uneven sample distribution: mainly in eastern coastal cities, the coverage needs to be further expanded.
1) 样本分布不均：主要集中在东部沿海城市，覆盖范围需要进一步扩大。

2). The method is relatively simple: mainly using a questionnaire method, lacking qualitative supplements such as in-depth interviews and field observations.
2). 该方法相对简单：主要采用问卷调查法，缺乏深度访谈和实地观察等定性补充。

3). Lack of cultural stratification: Failure to distinguish differential acceptance patterns under different cultural literacy or cross-cultural experience backgrounds.
3). 缺乏文化分层：未能区分不同文化素养或跨文化经验背景下的差异接受模式。

6.4.2 Future research directions that can be expanded include
6.4.2 未来可扩展的研究方向包括

1).Expand the sample area and population dimensions, covering urban and rural areas, age, cultural backgrounds, etc;
1). 扩大样本区域和人口维度，涵盖城乡地区、年龄、文化背景等。

2).Introduce qualitative methods such as in-depth interviews and focus groups to uncover underlying motivations;
2). 介绍深度访谈和焦点小组等定性方法，以揭示潜在动机；

3).Exploring the pathways of mediating variables such as brand image and cultural identity;
3). 探索中介变量（如品牌形象和文化认同）的路径；

4).In-depth research on phenomena such as "cultural aversion" and "taste aversion" and their regulatory mechanisms.
4). 深入研究"文化厌恶"和"味觉厌恶"等现象及其调节机制。

6.5 Conclusion
6.5 结论

Overall, Singaporean cuisine, as a representative of cultural integration, has good potential for dissemination and acceptance in the Chinese market. Chinese consumers hold an open attitude towards its diverse flavors and cultural backgrounds, particularly relying on social media to drive experimentation. In the future, if we can strengthen cultural identity and use diverse communication strategies while respecting local dietary habits, it will help Singaporean catering brands achieve successful cross-cultural communication and localization.
总体而言，新加坡菜作为文化融合的代表作，在中国市场具有良好的传播和接受潜力。中国消费者对其多样风味和文化背景持开放态度，尤其依赖社交媒体推动尝试。未来，如果我们能加强文化认同，同时尊重当地饮食习惯并采用多样化沟通策略，将有助于新加坡餐饮品牌实现成功的跨文化沟通和本土化。

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7.参考文献

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8.Appendices
8.附录

8.1 Reflection
8.1 反思

This research project is not only a systematic survey of Chinese consumers' awareness and acceptance of Singapore's multicultural cuisine but also a deep practice and reflection process for my academic and personal growth.
这个研究项目不仅是对中国消费者对新加坡多元文化美食的认知和接受程度的系统性调查，也是我学术和个人成长过程中的深入实践和反思过程。

8.1.1Academic growth and ability enhancement
8.1.1 学术成长与能力提升

Through this project, I have deepened my understanding of theories such as cross-cultural communication, consumer behavior, and perceived value, and have gained a preliminary grasp of the entire research process from literature review, questionnaire design, and data collection to statistical analysis. Especially in reading English literature, constructing theoretical frameworks, and designing structured questionnaires, I have gained valuable experience. The improvement of these abilities not only helped me complete this paper writing but also laid a solid foundation for my future academic research.
通过这个项目，我加深了对跨文化沟通、消费者行为和感知价值等理论的理解，并初步掌握了从文献综述、问卷设计、数据收集到统计分析的整个研究过程。特别是在阅读英文文献、构建理论框架和设计结构化问卷方面，我获得了宝贵的经验。这些能力的提升不仅帮助我完成了论文写作，也为我未来的学术研究奠定了坚实的基础。

8.1.2 Challenges and coping strategies faced
8.1.2 面临的挑战与应对策略

In the early stages of my research, I faced the dilemma of "too broad a research scope" and an "unclear theoretical framework". To solve this problem, I continuously collected research questions, reorganized research objectives, and consulted my supervisor's opinions, ultimately determining the theoretical structure with "cultural cognition perceived value acceptance willingness" as the main line.
在我的研究初期，我面临了“研究范围过于宽泛”和“理论框架不明确”的困境。为了解决这个问题，我不断收集研究问题，重新组织研究目标，并咨询导师的意见，最终确定了以“文化认知感知价值接受意愿”为主线的理论结构。

The data collection stage also encountered certain difficulties, especially in selecting "Chinese consumers with experience in Singaporean cuisine", and there were difficulties in obtaining samples. To this end, I posted a questionnaire on social media platforms such as WeChat and Xiaohongshu and set logical judgment questions to screen the target audience, effectively improving the relevance and representativeness of the sample.
数据收集阶段也遇到了一些困难，特别是在选择“有新加坡料理经验的中文消费者”时，以及获取样本方面存在困难。为此，我在微信和小红书等社交媒体平台上发布问卷，并设置逻辑判断题筛选目标受众，有效提高了样本的相关性和代表性。

In addition, during the data analysis process, I encountered operational obstacles in descriptive statistics, correlation analysis, and regression analysis when using Excel software systematically for the first time. To address this challenge, I have consulted a large number of instructional videos and literature, and gradually mastered the relevant functions through self-study. Although the process was tortuous, being able to independently complete quantitative analysis ultimately boosted my confidence in empirical research.
此外，在数据分析过程中，我首次使用 Excel 软件系统地进行分析时，在描述性统计、相关性分析和回归分析方面遇到了操作障碍。为应对这一挑战，我查阅了大量教学视频和文献，通过自学逐步掌握了相关功能。虽然过程曲折，但能够独立完成定量分析最终增强了我对实证研究的信心。

8.1.3 Self evaluation of methodology
8.1.3 方法论自我评估

This study used quantitative methods and achieved good interpretability and wide representativeness, but there are also limitations. For example, the respondents are mostly concentrated among young people, and the data structure tends to be biased towards those with cultural exposure experience, which may not fully reflect the overall views of Chinese consumers. If there is an opportunity in the future, I hope to supplement qualitative interviews to further understand the cultural emotions and cognitive processes behind consumers.
这项研究使用了定量方法，取得了良好的可解释性和广泛的代表性，但也存在局限性。例如，受访者大多集中在年轻人群体中，数据结构倾向于那些有文化接触经验的人，这可能无法完全反映中国消费者的整体观点。如果未来有机会，我希望补充定性访谈，以进一步了解消费者背后的文化情感和认知过程。

8.1.4 Personal growth and career inspiration
8.1.4 个人成长与职业启发

Through this research, I not only improved my abilities in project planning, time management, academic expression, and data analysis but also realized the importance of market communication in a multicultural context. This makes me interested in pursuing cultural brand promotion, international marketing, and other directions in the future. At the same time, this experience has also cultivated my ability to solve problems under pressure and develop critical thinking habits, accumulating valuable experience for my future career development.
通过这项研究，我不仅提升了项目规划、时间管理、学术表达和数据分析的能力，还认识到在多元文化背景下市场沟通的重要性。这让我对未来的文化品牌推广、国际营销等方向产生了兴趣。同时，这段经历也培养了我高压下解决问题的能力和批判性思维习惯，为我的未来职业发展积累了宝贵经验。

8.2 Questionnaire
8.2 问卷

https://forms.gle/FGawZESpa3tSHJcs7

8.3 Ethics checklist
8.3 道德检查清单

UNIVERSITY ETHICS POLICY AND PROCEDURES
大学道德政策与程序

All research and training involving staff and students at London Metropolitan University must comply with the University’s Ethics Policy and Procedures. These have been developed to protect staff, students and research participants from potential harm and to promote the highest ethical standards in research and training. Students will be discouraged from undertaking research involving children or vulnerable adults. All students need to complete the ethics review checklist (on page 3 of this document)
所有涉及伦敦都市大学教职工和学生的研究与培训都必须遵守大学的道德政策与程序。这些政策与程序的开发是为了保护教职工、学生和研究对象免受潜在伤害，并在研究与培训中促进最高标准的道德规范。将不鼓励学生进行涉及儿童或弱势成人的研究。所有学生都需要完成道德审查检查清单（本文件第 3 页）

What does this checklist aim to do?
这个检查清单的目的是什么？

This checklist aims to ensure that all research and training involving staff and students at London Metropolitan University complies with the University’s Ethics Policy and Procedures. The checklist is designed to ensure that all staff and students have considered the ethical implications of the research and training undertaken at the University, and to identify any research and training activities where there are potential ethical concerns that may require formal ethical clearance from either the University’s Ethics Committee and related Ethics Review Panels or by an external Research Ethics Committee.
这份清单旨在确保伦敦都市大学所有涉及教职工和学生的研究及培训均符合大学的伦理政策与程序。该清单旨在确保所有教职工和学生都考虑了在大学进行的研究和培训的伦理影响，并识别任何可能存在潜在伦理问题的研究和培训活动，这些问题可能需要从大学的伦理委员会及相关伦理审查小组或外部研究伦理委员会获得正式的伦理批准。

Who should complete this checklist?
谁应完成这份清单？

This checklist should be completed for every research project involving members of academic and administrative, full-, part-time and honorary staff at London Metropolitan University; postgraduate student research projects registered at and/or supervised by staff at London Metropolitan University; undergraduate and postgraduate student dissertation conducted as part of a degree programme or short course delivered by staff at London Metropolitan University; and undergraduate and postgraduate module and short course delivered by London Metropolitan University (completed by the module/short course organiser).
这份清单应适用于涉及伦敦都市大学学术及行政人员（全职、兼职及荣誉职）、研究生研究项目（注册于及/或由伦敦都市大学人员指导）、本科生及研究生学位论文（作为伦敦都市大学人员提供的学位课程或短期课程的一部分进行）、以及伦敦都市大学提供的本科生及研究生课程和短期课程（由课程/短期课程组织者完成）的所有研究项目。

What happens to this checklist?
这份清单如何处理？

Once you have completed this checklist, you need to submit it as part of your research proposal. The module team will discuss it and decide whether further action needs to be taken. If necessary two signed hard copies will be sent to the Chair or vice-Chair of the Ethics Review Panel dealing with research and training for your Faculty, Department or Research Institute.
完成这份清单后，您需要将其作为研究计划的一部分提交。课程团队将对其进行讨论，并决定是否需要采取进一步行动。如有必要，将向处理您学院、系或研究机构的伦理审查小组的主席或副主席发送两份已签署的纸质副本。

If there are no substantive ethical concerns associated with the proposed activity, the research will be agreed.
如果所提议的活动没有实质性的伦理问题，研究将获得批准。

If there are potential ethical concerns associated with the proposed activity, the Chair or vice-Chair of the Ethics Review Panel will notify you of these by email and confirm that you will need to submit a formal ethics application to the Ethics Review Panel or to an external Research Ethics Committee.
如果拟议的活动存在潜在伦理问题，伦理审查小组的主席或副主席将通过电子邮件通知您这些问题，并确认您需要向伦理审查小组或外部研究伦理委员会提交正式的伦理申请。

What happens if the proposed activity changes in the future?
如果拟议的活动在未来发生变化怎么办？

This checklist should also be completed to request ethics clearance for any changes to existing research and training activities that have a material impact on the potential ethical impact thereof.
此清单也应填写，以请求对现有研究和培训活动进行伦理审查，这些变化对潜在伦理影响有实质性影响。

MN6P12

Management Dissertation and
管理论文和

Ethics Review Checklist
伦理审查清单

(please read the guidelines on the previous page before completing this form)
（请在填写本表格前阅读前一页的指南）

This form should be completed by the student undertaking a research project after consultation with their supervisor and a signed copy included in the appendices of the research proposal
本表格应由在导师咨询后进行研究项目的学生填写，并附有已签署的副本在研究计划附录中

Student Name
学生姓名

ZHANG YING
张颖

Student Number
学号

24031221

Student email address
学生邮箱地址

965806845@qq.com

Potential ethical concerns (delete Yes or No as appropriate)
潜在伦理问题（根据情况删除“是”或“否”）

1.Are any of the people involved in collecting or analysing data for the proposed activity not employed (on formal or honorary contracts) or enroled as (undergraduate, postgraduate or short-course) students by London Metropolitan University? No
1. 提议活动中参与收集或分析数据的人员中，是否有任何人与伦敦都市大学没有正式或荣誉合同雇佣关系，或未注册为（本科生、研究生或短期课程）学生？否

2. Does the proposed activity involve any foreseeable legal risks or risk of physical, psychological or social distress to staff, students or participants? No
2. 提议活动是否涉及任何可预见的法律风险，或对员工、学生或参与者造成身体、心理或社会困扰的风险？否

3.Does the proposed activity only involve library-based work or work based only on the analysis and scrutiny of publicly available documents? No
3. 所提议的活动是否仅涉及基于图书馆的工作或仅基于对公开可用文件的分析和审查的工作？否

4.Does the proposed activity involve the collection or use of body tissues or body fluids (including excreta) from humans or animals? No
4. 所提议的活动是否涉及收集或使用来自人类或动物的组织或体液（包括排泄物）？否

5.Does the proposed activity involve the collection of data from human or animal participants? Yes
5. 所提议的活动是否涉及从人类或动物参与者收集数据？是

6.Does the proposed activity involve the collection of data through the direct or indirect observation of human subjects? No
6. 所提议的活动是否涉及通过直接或间接观察人类受试者来收集数据？否

7.Does the proposed activity involve the administration of any drug, food substance or placebos to human or animal subjects? No
7.所提议的活动是否涉及向人类或动物受试者提供任何药物、食品物质或安慰剂？否

8.Does the proposed activity involve exposing human or animal participants to any abnormal or painful physical or sensory stimuli (including auditory, visual and olfactory stimuli)? No
8.所提议的活动是否涉及使人类或动物参与者暴露于任何异常或痛苦的物理或感觉刺激（包括听觉、视觉和嗅觉刺激）？否

9.Does the proposed activity require human or animal participants undergoing abnormal physical, psychological or emotional stress (including dehydration, exercise, sensory deprivation, confinement or sleeplessness)? No
9.所提议的活动是否需要人类或动物参与者经历异常的生理、心理或情绪压力（包括脱水、运动、感觉剥夺、禁闭或失眠）？否

10.Does the proposed activity involve exposure to topics or issues that might cause offence (including exposure to controversial, offensive or illegal material or ideologies)? No
10.所提议的活动是否涉及接触可能引起冒犯的主题或问题（包括接触有争议、冒犯或非法的材料或意识形态）？否

11.Does the proposed activity involve deceiving participants? No
11. 所提议的活动是否涉及欺骗参与者？否

12. Does the proposed activity require the disclosure of private or confidential information without the informed consent of participants? No
12. 所提议的活动是否需要未经参与者知情同意而披露私人或机密信息？否

13. Is the proposed activity likely to lead to the potential disclosure of illegal activity or incriminating information from participants? No
13. 所提议的活动是否可能导致参与者可能披露非法活动或犯罪信息？否

14. Does the proposed activity involve staff, clients, premises, facilities, material or data derived from NHS, Social Care or Local Authority Education Services? No
14. 所提议的活动是否涉及员工、客户、场所、设施、材料或来自 NHS、社会护理或地方教育服务的资料？否

15. Does the proposed activity involve participants who are potentially vulnerable or unable to give informed consent (including children under the age of 16, people with learning difficulties, people with cognitive disorders and people with debilitating illnesses)? No
15. 所提议的活动是否涉及潜在弱势参与者或无法提供知情同意的参与者（包括 16 岁以下儿童、学习障碍者、认知障碍者和患有严重疾病的人）？否

16. Does the proposed activity require the staff and/or students involved to have undergone a Criminal Records Bureau check? No
16. 所提议的活动是否需要参与的工作人员和/或学生进行犯罪记录局检查？否

You need to submit a signed copy of this form with your research proposal (in the appendices)
您需要将签署后的此表格随研究计划一起提交（作为附件）

If it is thought necessary, your tutor/supervisor will forward the proposal to the Faculty’s Ethics Review Panel for agreement prior to starting the study
如果认为有必要，您的导师/导师会将计划提交给学院的伦理审查小组，以便在开始研究之前获得批准

Student signature:
学生签名：

_______ ZHANG YING________Date: _______27 June 2025__________
_______ 张颖________日期：_______2025 年 6 月 27 日__________

FOR FACULTY USE ONLY
仅供学院使用

8.4 Frequency Table of Survey Questionnaire Results
8.4 调查问卷结果频率表