包裝飽和度對於消費者食品健康判斷的干擾變數之探討

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葉蕙安(Hui-An Yeh) 查詢紙本館藏

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企業管理學系

論文名稱

包裝飽和度對於消費者食品健康判斷的干擾變數之探討
(The influences of saturation on food′s health evaluation - the analysis of moderating effect)

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摘要(中)

食品包裝飽和度是否影響消費者之食品健康程度判斷，且面對其他包裝設計差異以及消費者之身體與心理狀態的不同，是否產生干擾效果。
本研究在包裝色彩飽和度高低不同下，加入干擾變數組合搭配品的健康程度（健康/不健康）、消費者的飽足程度（飢餓/飽足）、包裝冷暖色系（暖色/冷色）、消費者情緒狀態（平靜/激動）、產品口味（清爽/厚重）以及享樂主義/功利主義，之於消費者對食品健康程度判斷的影響。研究結果顯示：
1.組合搭配品健康程度與包裝飽和度對於消費者之食品健康判斷會產生交互作用
2.消費者飽足程度與包裝飽和度對於消費者之食品健康判斷會產生交互作用
3.包裝飽和程度、組合搭配品的健康程度與消費者的飽足程度對於消費者之食品健康判斷不會產生三因子交互作用
4.包裝冷暖色系與包裝飽和度對於消費者之食品健康判斷會產生交互作用
5.消費者情緒狀態與包裝飽和度對於消費者之食品健康判斷會產生交互作用
6.包裝飽和程度、包裝冷暖色系與消費者的情緒狀態對於消費者之食品健康判斷不會產生三因子交互作用
7.產品口味與包裝飽和度對於消費者之食品健康判斷會產生交互作用
8.享樂/功利主義與包裝飽和度對於消費者之食品健康判斷會產生交互作用
9.包裝飽和程度、產品口味與享樂/功利主義對於消費者之食品健康判斷不會產生三因子交互作用

摘要(英)

Whether the saturation of food packaging affects the judgment of consumers toward food health, and whether it has an interaction effect in the other packaging design and consumers′ physical and mental states.
This study explores if bundling product’s health degree (healthy/unhealthy), consumers′ hunger degree (hunger/satisfaction), package color tone(warmness/coldness), consumers′ emotional state (calmness/excitement), product flavor (freshness/heaviness) and hedonism/utilitarianism would influence the saturation on food’s health evaluation. Research shows:
1.Bundling the product’s health degree and the color saturation of the packaging will have an interaction effect on consumers′ food health judgment.
2.Consumers′ hunger degrees and the color saturation of the packaging will have an interaction effect on consumers′ food health judgment.
3.The color saturation of the packaging, the bundling product’s health degree, and the consumers′ hunger degree won’t have a three-way interaction on consumers′ food health judgment.
4.Package color tone and the color saturation of the packaging will have an interaction effect on consumers′ food health judgment.
5.Consumers’ emotional state and the color saturation of the packaging will have an interaction effect on consumers′ food health judgment.
6.The color saturation of the packaging, the package color tone, and the consumers’ emotional state won’t have a three-way interaction on consumers′ food health judgment.
7.Product flavor and the color saturation of the packaging will have an interaction effect on consumers′ food health judgment.
8.Hedonism/utilitarianism and the color saturation of the packaging will have an interaction effect on consumers′ food health judgment.
9.The color saturation of the packaging, the product flavor, and the hedonism/utilitarianism could not have a significantly three-way interaction on consumers′ food health judgment.

關鍵字(中)

★ 包裝飽和度
★ 組合搭配品的健康程度
★ 消費者的飽足程度
★ 包裝冷暖色系
★ 消費者情緒狀態
★ 享樂/功利主義

關鍵字(英)

論文目次

中文摘要 i
Abstract ii
致謝 iii
目錄 iv
表目錄 vii
圖目錄 viii
第一章緒論 1
第一節研究動機 1
第二節研究目的 2
第三節研究問題 3
第四節研究流程 4
第二章文獻探討 5
第一節包裝飽和度 5
第二節食品健康程度判斷 6
第三節組合搭配品的健康程度 7
第四節消費者的飽足程度 7
第五節包裝冷暖色系 9
第六節消費者情緒狀態 10
第七節產品口味（清爽/厚重） 11
第八節享樂主義/功利主義 12
第九節包裝飽和程度、組合搭配品的健康程度與消費者的飽足程度之間的關聯 13
第十節包裝飽和程度、包裝冷暖色系與消費者的情緒狀態之間的關聯 13
第十一節包裝飽和程度、產品口味與享樂/功利主義之間的關聯 14
第三章研究方法 16
第一節研究架構 16
第二節前測實驗 17
第三節研究方法 21
第四章資料分析 23
第一節研究一 23
第二節研究二 27
第三節研究三 31
第四節假設驗證結果 35
第五章研究結論與建議 39
第一節研究結論 39
第二節研究貢獻 40
第三節研究限制 41
第四節對後續研究的建議 41
參考文獻 42
中文部分 42
英文部分 42
附錄一前測一問卷 46
附錄二前測二問卷 47
附錄三前測三問卷 48
附錄四研究一問卷版本一 49
附錄五研究一問卷版本二 51
附錄六研究一問卷版本三 53
附錄七研究一問卷版本四 55
附錄八研究二問卷版本一 57
附錄九研究二問卷版本二 59
附錄十研究二問卷版本三 61
附錄十一研究二問卷版本四 63
附錄十二研究二問卷版本五 65
附錄十三研究二問卷版本六 67
附錄十四研究二問卷版本七 69
附錄十五研究二問卷版本八 71
附錄十六研究三問卷版本一 73
附錄十七研究三問卷版本二 75
附錄十八研究三問卷版本三 77
附錄十九實驗三問卷版本四 79

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指導教授

林建煌

審核日期

2020-3-26

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