雙色飲料配色順序對味覺強度、健康度、色彩和諧與產品態度之影響

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曾奕翔(Yi-Hsiang Tseng) 查詢紙本館藏

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論文名稱

雙色飲料配色順序對味覺強度、健康度、色彩和諧與產品態度之影響
(The effect of color matching order of two-color drink on taste intensity, health, color harmony and product attitude)

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摘要(中)

盛行於台灣多年的手搖茶文化，至今在市場不斷拓展及產值不斷提高下，行銷業者為了於這競爭紅海中脫穎而出，推出許多色彩繽紛的分層飲料。儘管過去已有研究探討色彩如何搭配較符合視覺上的美感，但鮮少提到色彩搭配順序是否產生差異。而顏色對飲料的研究也受限於單一色彩對飲料的影響，面對現今廣告或菜單上隨處可見的多色飲料，色彩對飲料的研究仍有拓展空間。
因此，本研究進一步探討色彩組合的「順序」於飲料情境中有何影響。本研究主要目的為探討飲料不同的色彩順序（寒暖色順序/明暗色順序/高低彩度色順序），受到消費者心情（快樂/悲傷）、人格（外向/內向）、飲食行為（限制飲食行為/非限制飲食行為）、攪拌工具（吸管/湯匙）、杯子形狀（方形/圓形）的干擾下，對飲料的味覺強度、健康度、色彩和諧及整體態度是否有顯著差異，並以實驗設計探討其中的主效果與交互作用。

摘要(英)

The culture of hand-made tea that has prevailed in Taiwan for many years, and with the constant expansion of the market and increasing value, marketers have launched many colorful layered drinks in order to stand out from the competition. Although there have been studies on how to match colors with visual aesthetics, it is rarely mentioned whether the order of color combinations makes a difference. And the study of color on beverages is also limited to the study of the effect of single color on beverages. In the face of multi-color beverages that can be seen everywhere in advertisements or menus, there is still room for expansion of research on beverages.
Therefore, this study further explores the effect of the “order” of color combinations in the context of beverages. The purpose of this study is to understand whether the different color order of beverages (cold-warm color order / light-dark color order / high and low chroma color order), affected by consumer mood (happy / sad), personality (extroverted / introverted), eating behavior (restrained eating behavior / unrestrained eating behavior), stirring tools (straw / spoon), container shape (square / round), could cause any significant differences in the taste intensity, health, color harmony and overall attitude of the drink, and the main effects and interactions among them will be discussed in experiential design.

關鍵字(中)

★ 色彩組合
★ 心情
★ 內外向人格
★ 攪拌工具
★ 限制飲食行為
★ 容器形狀

關鍵字(英)

★ Color combination
★ Mood
★ Extroverted-introverted personality
★ Stirring tools
★ Restrained eating behavior
★ Container shape

論文目次

摘要………………………………………………………………………………………………I
ABSTRACT……………………………………………………………………………………II
目錄…………………………………………………………………………………………… III
表目錄…………………………………………………………………………………………VI
圖目錄………………………………………………………………………………………VIII
第一章緒論 ………………………………………………………………………1
第一節研究背景與動機……………………………………………………………………… 1
第二節研究目的………………………………………………………………………3
第三節研究問題 ………………………………………………………………………5
第四節研究程序 ………………………………………………………………………7
第二章文獻探討與假設………………………………………………………………………8
第一節跨感官對應、多感官整合………………………………………………………………………8
第二節色彩………………………………………………………………………9
第三節心情………………………………………………………………………19
第四節心情與寒暖配色順序之關聯…………………………………………………………………20
第五節內外向人格特質………………………………………………………………………23
第六節內外向人格與寒暖配色順序之關聯…………………………………………………………23
第七節限制飲食行為………………………………………………………………………26
第八節限制飲食行為與明暗配色順序之關聯………………………………………………………27
第九節攪拌工具與明暗配色順序之關聯……………………………………………………………29
第十節三原色與明暗配色順序之關聯……………………………………………………………30
第十一節容器形狀………………………………………………………………………31
第十二節容器形狀與高低彩度配色順序之關聯………………………………………………………32
第三章研究方法………………………………………………………………………33
第一節實驗一研究方法………………………………………………………………………33
第二節實驗二研究方法………………………………………………………………………43
第三節實驗三研究方法………………………………………………………………………53
第四節資料分析方法………………………………………………………………………60
第四章研究結果………………………………………………………………………61
第一節實驗一結果………………………………………………………………………61
第二節實驗二結果………………………………………………………………………77
第三節實驗三結果………………………………………………………………………105
第五章研究結論與貢獻………………………………………………………………………115
第一節研究結論………………………………………………………………………115
第二節研究貢獻………………………………………………………………………121
第三節研究限制………………………………………………………………………123
第四節未來研究發展建議………………………………………………………………………124

參考文獻 ………………………………………………………………………125
附錄 ………………………………………………………………………136

參考文獻

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3. 東方線上（2018）。當大家愈來愈少買手搖杯，飲料店還能怎麼賺錢？從數據解讀兩大消費趨勢。民國108年4月20日，取自https://www.managertoday.com.tw/columns/view/56824
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指導教授

林建煌(Chien-Huang Lin)

審核日期

2020-3-30

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